GALLERY
Client: Battlefy
Product: Esport Tournament Platform
Scope: Brand Integration and Design System Development
Role: Lead Designer
Battlefy is a leading esports platform powering tournament creation, management, and participation for organizers, brands, publishers, and players worldwide.
From 2022 to the present, I've worked on integrating brands directly into Battlefy's product ecosystem while evolving the user experience for creating, managing, and running tournaments at scale. My role bridges brand experience, product design, and platform systems, ensuring that branded experiences feel native to competition workflows rather than bolted-on sponsorships.
As esports continued to mature, brands increasingly sought entry into the space—but many lacked a foundational understanding of competitive gaming structures, tournament formats, and community expectations. Unlike traditional sports, esports ecosystems vary dramatically by title, with unique rules, pacing, and participation models that are often unfamiliar to non-endemic partners.
The challenge was not only to enable tournament creation, but to translate esports into a language brands could understand, bridging the gap between traditional marketing expectations and the realities of competitive gaming.
From a design perspective, we were intentional about restraint. I helped shape a monochromatic, minimalist core UI that functioned almost like a museum wall. Neutral, premium, and deliberate. This ensured partner brands and their identity could exist within the ecosystem without being distorted or competing against a loud interface. The product itself stayed quiet, allowing brand moments to feel intentional rather than intrusive, and aligning Battlefy with the standards of top-tier esports platforms.
Beyond visual design, a major focus was scalability. We moved away from hard-coded tournament pages toward a turn-key, system-driven ecosystem. Organizers can now spin up a fully branded tournament environment on their own, dramatically reducing project hours while maintaining consistency and quality. I helped define the patterns that made these brand integrations repeatable, flexible, and easy to deploy across leagues, publishers, and partners.
The platform needed to feel authoritative without being intimidating, and familiar without being generic. We designed for clarity in moments of high stress—when a match is about to start, when disputes arise, or when standings shift.
The result is a system that scales across game communities while maintaining the trust and reliability that competitive gaming demands. From grassroots Discord tournaments to professional league qualifiers, the interface adapts without losing its core identity.
Brand Identity System
Esports Platform Design
Automotive Innovation
Didnt Make the Cut, but Won My Heart
Currated from my archive