Repositioning a Web3 gaming project through strategy, identity and digital design
MemeArena was a Web3 gaming project built around partnerships with meme coin communities. The concept was to integrate partner tokens into playable games, creating a new way for communities to engage with their projects while generating exposure for both MemeArena and its partners.
I joined the project to help rethink its direction and transform what was an ambitious but loosely executed concept into something more focused, credible and commercially presentable.
My Role
Creative Direction · Brand Strategy · Brand Identity · Web Design · Digital Assets · Marketing Strategy
The Challenge
MemeArena already had its initial game and technical infrastructure, but its wider strategy lacked focus. Growth relied heavily on isolated initiatives rather than a repeatable mechanism for attracting new communities, creating engagement and building momentum.
Alongside this, the visual identity and website had a distinctly DIY feel that didn't reflect the ambition of the project or create the credibility needed when approaching potential partners.
The challenge therefore extended beyond simply redesigning the brand. The project needed a clearer proposition, a more focused direction and a visual identity capable of supporting it.
The Old Website
Direction & Strategy
Working with the existing concept, I helped narrow the project's focus and develop a clearer approach to how MemeArena could position itself to prospective communities.
Rather than relying on disconnected marketing initiatives, the aim was to create a more repeatable proposition around partnerships, gaming and community exposure.
This informed the way the project was communicated, from its pitch and messaging through to the design of its digital presence.
Rebrand
I redesigned MemeArena's identity while deliberately retaining elements of the original brand. Rather than discarding its existing recognition entirely, I used it as a foundation and developed it into a more considered and professional visual system.
This included a redesigned logo, updated visual direction and a collection of custom digital assets for use across the website, social media and wider marketing activity.
AI-assisted imagery formed part of the visual-development process, with assets subsequently selected, edited and incorporated into the wider identity and website.
Favicon & Profile
Banner
Full Logo JPEG
Full Logo PNG
Text Logo
energy Drink Render
Game Banner
Game Title
Website
The new website brought the repositioned brand together into a single digital experience.
I designed and built the site around a clearer visual hierarchy and more deliberate creative direction, replacing the fragmented feel of the previous website while maintaining enough visual continuity for it to remain recognisably MemeArena.
Scroll animations affect the layout of the screenshot
Game Page
Energy Drink Page
From Redesign to Launch
The new identity and website moved beyond the concept stage and were launched as MemeArena's public-facing brand.
The redesigned platform became the foundation for communicating the project's new direction, supporting outreach to prospective partners and the development of new partnerships.
This meant the creative work had to do more than simply improve the appearance of the project. The identity, website and messaging needed to communicate a relatively complex proposition clearly while establishing enough credibility to support conversations with prospective partners.
Reflection
MemeArena became as much an exercise in collaboration as it was in strategy and design. Working within an existing team exposed me to the challenges of aligning different perspectives, maintaining consistency and executing a shared creative direction.
As the project developed, differences emerged around its future direction and approach, and I ultimately decided to step away.
The experience strengthened my capabilities across branding, web design, marketing strategy and outreach, while teaching me how strongly team alignment and consistent execution can determine whether a strong concept progresses