Voice Arcade

identity corporate app game ux ia

Voice Arcade is a cross-platform voice-gaming brand launched by labworks.io for Amazon Alexa and Google Assistant. Created to bring together a growing library of smart speaker games, the brand needed to feel vibrant, inclusive, and instantly recognisable across a wide range of devices. As the sole digital designer, I led the complete design direction — developing the visual identity, logo, UI system, scalable art framework, and all supporting brand output.

Multi-Modal Cross-Device Web App

Ideation

To support this, I designed a flexible UI framework that runs consistently across the Alexa and Google visual ecosystem — including Fire TV, Echo Show, and Google Nest Hub. This system used responsive layout logic and HTML/SVG assets to scale intelligently from low-power smart displays to large-format TVs, enabling developers to deploy games visually from a single codebase with minimal overhead.

Device + Logotype

At the heart of the brand is a custom Penrose triangle logo, designed as a symbolic “portal” — playful, impossible, and infinite — surrounded by graphic shape devices that reflect the brand’s energy and modularity. This tone is continued on in the brand’s geometric typeface; a nod to the classic retro game arcades with a modern flair.

Final Direction

The bold colour palette and high-contrast visual language were created to perform well across screenless and screen-based experiences, and extended into a full suite of marketing collateral, including e-shots, user journey communication emails, newsletters, app store graphics, app icons, branded decks for investors and B2C-facing campaigns.

Mobile Companion Web App

4K TV Game UI Art Direction

App Store Icons

End to End Creative

Voice Arcade launched in 13 countries and 7 languages, with over 2.4 million sessions in its first year. It hosts titles such as Would You Rather, The Daily Quiz, and Trivia Hero, with my work defining both the brand identity and full cross-device experience — from logo to layout, investor decks to player interactions.

Multi-modal Hub App + Game UI

While at Voice Arcade I also designed, illustrated, animated and co-built ‘The Number Games’ a voice-first character driven family focused multiplayer math game. Take a deep dive into the process of creating a bespoke responsive html/css/svg voice-reactive game framework for multi-modal and continue the Voice Arcade journey.

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