Brand & Visual Identity Design, Logo Design, Creative Direction, Website UI/UX & Prototyping
Duration: 14 working days
Year: 2022
Team: Cross-disciplinary team including brand strategists, UX/UI designers, developers. As part of my role at Zensciences, I led the design end-to-end: branding, concept development, logo creation, design strategy, UI/UX design, and prototyping.
Agency: Zensciences
Client: BattleChest Games
I was engaged at the very inception of GreyMatter to create their entire visual identity from the ground up. The company had already defined its services and vision to revolutionize the technology services industry across Latin America through innovative nearshore delivery models.
The challenge was to develop a brand identity and digital presence that visually embodied thist ransformative mission, capturing the evolution of the industry paradigm and positioning GreyMatter as a forward-thinking disruptor. The design needed to symbolically represent this shift, inspire confidence, and resonate with target clients who seek agile, next-generation technology partnerships.
Brand Visual Identity
The logo features four elements arranged in a grid. Three elements are solid and static, representing the historic, established paradigm. The fourth, top-right element is transformed into an arrow pointing upward and right—a bold symbol of forward momentum, evolution, and growth. This design visually narrates GMI’s mission to lead change in the tech services arena.
The creative direction is infused with edgy sports and visionary tech imagery—teams of wingsuit flyers exemplify precision and collective daring, while holographic display collaborations depict futuristic teamwork. These metaphors underpin a visual language that is vibrant, kinetic, and inspiring. The color palette, typography, and iconography systems all echo this ethos, establishing a distinct and cohesive brand presence that stands apart from traditional tech service competitors.
Website UI/UX
The website design mirrors this innovative spirit with a dynamic, unconventional opening hero animation adaptable across devices that captures attention immediately.
User interactions are crafted with unorthodox call-to-action mechanics that encourage exploration and engagement without sacrificing usability.
The site’s navigation and content layout articulate GreyMatter's unique positioning. Throughout, consistent application of the brand's creative principles establishes an immersive digital environment that energizes visitors and fosters trust.
Leaderboard & Match Results
High-density data visualized cleanly:
Position
Finishes, assists, revives
Winnings
Player status
Match summary
The design emphasizes hierarchy and clarity in the moment players care the most: winning.
Rewards & Wallet
Coins
Chests
Spin-to-Win interactions
Vouchers
Payment integrations
Transaction history
Card & UPI management
This part of the app had to feel fun, safe, and rewarding in equal measure.
Community Features
Chats, friends, shared media, player stats, mutual tournaments, all wrapped in a social layer that makes BattleChest more than a transactional app.
The distinct visual identity and digital experience provided a strong foundation for scaling marketing efforts and client acquisition. Internally, this cohesive brand framework galvanized team alignment and pride, reinforcing the company's culture of curiosity and entrepreneurship as it expanded its regional footprint and strategic partnerships
