INDUSTRY:
Gaming
CLIENT:
Aristocrat Interactive
YEAR:
2025
EXPERIENCE:
Art Direction / UI Design
GAME UI DESIGN SYSTEM
about.
This project explored how the Aristocrat gaming experience could be translated into an online platform. Aristocrat has built strong brand value and long-term success, with its game UI playing a key role in player engagement and usability. The objective was to define a clear visual identity for Aristocrat Interactive’s game UI by identifying which elements of the existing visual language could be leveraged and evolved for a digital first environment.
During pre-production, the focus was on understanding the Aristocrat master brand and its sub-brands, analysing both shared and distinctive visual elements across the portfolio. Market research was also conducted to assess industry standards, including trends from both competitors and non-competitors, to inform a scalable and future ready UI direction.
challenge.
The primary challenge was to preserve key Aristocrat UI characteristics such as the triangular spin button, lighting treatment, and tactile look and feel while ensuring the system remained flexible enough to be customised for different game themes. The UI needed to balance strong visual consistency with ease of customisation, delivering a familiar and intuitive user experience across titles.
During pre-production, the focus was on understanding the Aristocrat master brand and the Anaxi sub-brand, identifying shared visual language as well as distinctive elements that could be leveraged or evolved. Core UI foundations, including safe areas and the main UI bar, were carefully considered to ensure correct content placement and optimal layouts across all platforms. Visual development explored shape, colour, typography, and iconography through multiple iterations, with continuous testing across devices to refine usability, clarity, and consistency.
result.
The final UI successfully balanced recognisable Aristocrat brand elements with flexible, theme-ready design. The triangular spin button, lighting, and tactile visual cues retained their iconic feel, while the system allowed for easy adaptation across different game themes. Safe areas and the main UI bar ensured clarity and usability on all devices, and iterative testing refined layouts, shapes, colours, typography, and icons. The outcome is a cohesive, engaging interface that feels familiar to players, enhances gameplay, and strengthens the brand identity across the Anaxi online ecosystem. The system went on to become the basis of a patent application filed with Aristocrat in FY2025 Q2.
