Riot Games
2018-22
The most player-focused and content enriched game platform in the world.






Project information
In 2020, Riot Games set out to create the ultimate out-of-game platform experience—one that prioritized players and offered rich, engaging content. As the company expanded beyond League of Legends to a diverse portfolio of games, the challenge was clear: how do you design an immersive UI that’s scalable and intuitive, while ensuring players remain focused on the games they love?
The platform ecosystem needed to seamlessly house multiple game brands, allow players to fluidly switch between experiences, and reflect Riot’s overarching identity at every touchpoint. Meanwhile, the internal publishing and game teams had limited bandwidth to create bespoke content for the platform.
The solution? Simplify complexity. By designing an automated, adaptable UI system, we made it possible for each game brand to shine, letting its unique and evolving content take center stage—without burdening internal teams.
With over 130 million monthly users across console, PC, mobile, and web, accessibility and scalability were critical. Our modular UI system was carefully optimized for all screen types, with a type and color system designed to accommodate diverse audiences worldwide. The result? A platform that balances neutrality and personality, enhancing player immersion while streamlining operations for Riot’s teams.
Results
Heimdal roster

Jacob Grubbe
Design Director & Product Designer
Strategy & vision
Branding
Creative direction
Product innovation
UX/UI design
Generative color system
Scalable design system

Mihcal Leonczuk
Principal Motion Designer
Motion design
Motion system
Press
Credits
In-house at
Strategy & Vision
Design Direction
Branding
Alex Rinker, Jacob Grubbe, Jane Lim, Chris Reed
UI Design
Jacob Grubbe, Nicholas Tisch, Sascha Leifer King, Kevin Yang, Robert Ignasiak
Product Design
Kevin Warner, Jahmeilah Roberson, Adrian Chong, Alex Wheeler, Jacob Grubbe, Nicholas Tisch
Motion Design
Design System
Jacob Grubbe, Nicholas Tisch, Sascha Leifer King
Iconography
Creative technology
Typefaces