As the UI team attempted to re-strategise, a large collection of various different looks were provided. Woven between an extensive list were some great references that were then further narrowed down and added upon to land on a more curated style that fit the objectives.

Once a clearer visual path had been paved, I recruited the talented Jehan Fonseka to the Shuffle team as a permanent hire who then hit the ground running developing all required internal graphics. We spent a great deal of time curating visual language for the entire platform tweaking the recipe numerous times until it was perfect. A clear set of rules was then defined so that all collaborators working on the brand could ensure consistency across the board regardless of their role. Documenting correct colour usage, appropriate logo margins and typography may seem simple but ensuring these styles work across all use cases are paramount for a platform as extensive as a casino. Usage across modals, within games, marketing and endless more use cases mean even something as simple as a font needs to work across a variety of applications.

The below is a few sample pages from the extensive framework developed.

As the UI was being developed, I then reached out to my good friend Smitt who is THE wizard when it comes to motion design. We spent a great deal of time designing all the animations for the site with documented keyframes so that the developers can then implement them into the platform. We also exported certain elements such as the site loader as a Lottie file which is an animation library developed by Airbnb engineers for lightweight vector based animations. These are directly exported from After Effects to ensure the exact keyframe pacing is perfect saving developers time that can be better spent elsewhere.