Valencia Game City
Client
Vermut Estudio
Services
UX/UI Design
Creation of intuitive and visually appealing digital experiences, focused on usability and flexibility to adapt to future changes.
Introduction
Valencia Game City (VGC) is an ambitious public-private initiative launched to make Valencia a leading hub within the video game ecosystem in Spain. This project aims to connect developers, institutions, investors, and other key sector players, offering a space for meeting, visibility, and innovation.
My role as a UX/UI designer was to give digital shape to this initiative, structuring its message, visually reinforcing its identity, and creating a design capable of evolving as the initiative grows.
The challenge. Compressing the VGC universe into a digital space.
Valencia Game City started with a large amount of content and diverse strategic objectives, but without a clear hierarchy or consolidated narrative. The priority was to structure that information so users could understand what VGC is, its value for the video game ecosystem, and its local and national impact.
At the same time, the challenge was to adapt an already created branding—still to be digitally consolidated—into a functional and scalable web interface. The design had to stand out visually, reflect the gaming world without clichés, and lay the groundwork for future editions or expansions through a modular and flexible system.
An interface that reflects the creative and vibrant pulse of the gamer ecosystem.
Process
The entire design was created in Figma, following a modular and scalable logic. From the start, a clear, hierarchical content architecture was planned, designed for diverse users: from developers to institutions.
Color and spacing variables were defined to prepare the system for possible evolutions (such as dark mode or new modules). The design was conceived as mobile-first, ensuring optimal performance on any device.
Visually, a bold and direct approach was taken: vibrant and high-contrast colors, subtle video game interface (HUD) elements, and blueprint-style lines in the background, evoking the idea of digital construction and creation.
We designed a modular layout to display events clearly, visually, and intuitively. Each event block highlights the date, title, category, and key information, with a filtering system by activity type, day, or theme. The design adapts fluidly to different devices, allowing comfortable and direct navigation from mobile or desktop, and is prepared to scale through future editions without losing visual consistency.
The overall design sought to visually represent the collaborative essence of VGC: a fluid network of actors that, by coming together, create something greater than the sum of its parts. We created a layout that blurs boundaries between participants, combining intertwined visual elements and an open structure evoking movement and fusion. Participation is presented not as independent blocks but as an organic flow symbolizing how each piece influences another to shape an initiative with its own identity.
Conclusions
This project demonstrates how a well-structured design system can support and project a brand that is still in construction. Valencia Game City did not just need a website; it needed a visual platform to accompany its growth and reflect the energy of the video game sector.
The result is a powerful, clear digital experience prepared to adapt to future editions of the initiative.
Making of
Everything started from a very clear base: deeply understanding the sector and connecting with the collective imagination of the gamer world. From an exhaustive research phase and previous experience with similar projects, a visual reinterpretation emerged that took elements from the original branding and fused them with resources familiar to the audience—HUD interfaces, blueprinting schemes, and a vibrant, high-contrast palette—resulting in a solid and recognizable web presence.
The work was carried out entirely in Figma, with a precise modular structure from the start. Each component, spacing, and behavior was designed to scale and facilitate technical implementation. Everything was documented and prepared for a direct, clear, and unambiguous handoff, allowing the development team to focus on execution without reinterpretation.
