The False Start
Initially, me and the lead designer approached the redesign like a standard corporate brochure. We designed a clean, functional site that showcased our card games.
This is how it looked like
We knew, something was missing (well, a lot). It felt ‘basic’.
It lacked the emotion of togetherness that playing cards bring and the pulse of the chaotic, creative energy that actually existed inside the office.
We realized even if our games showed “togetherness”, our website only showcased products. Our Marketing Director steered us towards a strategy workshop, which became the turning point.
💡 The strategy workshop taught me how business, brand, and design intersect.
The workshop shifted two critical things:
- We weren’t targeting “gamers”; we were targeting “Future Team Members”.
- We needed to show, not tell. The site couldn’t just say our games bring people together, the interactions, the voice had to reflect that.
Once we understood the context, the design decisions (illustrations, copy, layouts) stopped being random and started making sense.
What did I do?
With the directions defined, my role was to translate togetherness and bonding into specific digital moments.
I spoke the language (Content Strategy)
I collaborated on headlines like “Putting the Social Back in Card Games”
Top fold of About Page
and the animated “Let’s Build/Play a Game” hero text to signal our culture of togetherness.
💡 This took us 15 mins to brainstorm and was inspired by Rovio’s “We craft games/entertainment/joy”
I laid out the layouts (Layout Design/Information Architecture)
To incorporate and balance the colorful loud visuals, I architected the information architecture and responsive layouts to ensure that the playful vibe translated seamlessly from desktop to mobile screens.
I added fun into the website (Interaction Design)
Instead of static headshots, I conceptualized the “Team Deck”, turning employees into playing cards (even specifying rules for suit symbols).
I prototyped the flip animation logic in Figma and collaborated extensively with developers to ensure the implementation felt fun.
💡 I learned the importance of keeping a tight loop between design and development. Working in the same room allowed us to find practical solutions on the spot. It felt chaotic at times, but that friction helped us build something cool.
What changed?
Created a website that reflected Bhoos' culture and personality
The redesign didn't just help attract new talent—it also reflected the people already inside the company. An attempt to capture togetherness on the website ended up bringing the team together throughout the design process.
Established a visual language reused across future marketing materials
The playful visual language became the foundation for future marketing materials and internal communication, giving Bhoos a more consistent identity across touchpoints.
See it in action -> https://bhoos.com/
