GDC 2025 Session Viewer
Stick to It: Creating a UI Identity for 'LEGO Horizon Adventures'
Chris Francis (Visual Design Lead, Studio Gobo)
Pass Type: All Access Pass, Core Pass - Get your pass now!
Track: Visual Arts
Format: Lecture
Vault Recording: TBD
Audience Level: All
How do you take two well-known and established brands, each with their own unique tone of voice, visual style, and brand language, and combine them to create a UI vision that fits a new brand collaboration?
In this talk, Chris Francis (Visual Design Lead UI/UX at Studio Gobo) will talk through the creative process and journey behind bringing together Guerrilla's Horizon franchise with LEGO to establish a UI theme and subsequent UI/UX language for LEGO Horizon Adventures. The team embraced both brand philosophies, which served as a catalyst for inspiration in the UI creation. The talk covers how already defined brand guidelines and rules can help create a unique opportunity to develop new design systems for art & motion -- including how artists utilized new tools within the engine to achieve a signature look & feel in the UI.
Takeaway
Discover how delving into brand history and guidelines can unlock real potential to create future design systems. By revealing how LEGO print guidelines for decals were used as the foundation for underlying UX interaction rules across the UI, attendees will consider how well-defined rules can lead to thinking differently.
Intended Audience
This talk is intended for artists, UI, UX, motion & graphic designers working in the creative industries who are interested in design thinking. No knowledge is required, just a passion for visual design. Fans of LEGO and Horizon franchises are welcome.
