Roblox aimed to create a comprehensive website serving as a centralized hub for brands seeking to forge meaningful connections with a global audience through immersive experiences within the Roblox platform. With the rapid evolution of immersive technologies, Roblox identified an opportunity to facilitate meaningful interactions between brands and their audiences. The primary objective of this project was to inspire brands, igniting their interest in exploring the platform's potential, and providing them with the necessary resources and guidance to embark on this journey effectively.

The goal of the site was to showcase the myriad possibilities available to brands within the Roblox ecosystem, ranging from simple advertising in existing immersive experiences to more advanced initiatives such as developing bespoke virtual environments. By offering varying levels of engagement, Roblox aimed to cater to brands with diverse interests and levels of familiarity with the platform. Additionally, providing comprehensive statistics and metrics on user engagement and platform data was another objective, to underscore Roblox's efficacy as a marketing and engagement tool. Roblox sought to act as a bridge between brands and creators, facilitating connections with agencies and developers equipped to assist brands in realizing their vision within the Roblox environment. Ultimately, the objective was to ignite brands' interest in Roblox, empower them with necessary resources, and foster mutually beneficial partnerships between brands and creators.

In terms of design aesthetics, Roblox sought a balance between innovation and brand consistency. They aimed to elevate this website’s visual appeal by incorporating a new font and updated color palette while ensuring it remained cohesive with their existing brand identity. I contributed as the main web designer on this project, collaborating closely with teams at Column Five Media and Roblox, including art direction, production, strategy, content creation, and development.

This project began with extensive user and industry research, alongside thorough analysis of competitors within the immersive experiences space. This foundational work informed the development of a robust sitemap and information architecture, laying the groundwork for a seamless user experience. Next, we meticulously crafted a page-by-page content outline based on our research findings and the established information architecture, ensuring strategic alignment with the project's goals.

We then translated our research and planning into high-fidelity wireframes, which served as a visual blueprint for the Roblox team to understand how the information would be structured and presented on the website. Through iterative refinement, we optimized the wireframes for usability and engagement.

Transitioning to the UI design phase, our focus shifted towards pushing the boundaries of design aesthetics, while adhering to the existing Roblox brand guidelines. We introduced various design elements that enhanced the brand's visual identity, elevating the overall aesthetic appeal of the site.

Throughout this process, collaboration was key. Our multidisciplinary team at Column Five, including web design, art direction, production, strategy, and content creation, worked seamlessly together to bring the project to fruition. Additionally, our partnership with the Roblox team and the development team ensured alignment with their vision and goals, resulting in a truly collaborative and impactful outcome.

Research and UX were integral parts of this project, ensuring that our design decisions were anchored in insights and aimed at delivering a seamless and impactful user experience. For wireframes, we created high fidelity versions to serve as a visual blueprint for the Roblox team, aiding in understanding how the information would be structured and presented on the site. Additionally, we developed a chat modal to enhance user interaction, allowing users to engage with the chat and receive links to relevant resources and content based on their responses.

Designed to address the issue of low-quality leads experienced through existing forms on the Roblox site, the chat modal served as a personalized guide, offering tailored content based on user needs. Following the chat journey, users are presented with a form to contact Roblox, ensuring better quality leads and improved MQLs. We also created the logic map for this chat modal to streamline its functionality.

Finally, we developed a revised style guide for the Roblox team, serving as an updated version of their existing brand guidelines. This new guide not only informed the design of the Roblox for Brands website but also provided guidance for all other Roblox web properties, aligning them with the new look and aesthetic of the brand site.