Creating a gaming universe.

An abstract arrangement of UI elements relating to the XL Esports gaming platform
  • Design strategy
  • Content priority planning
  • UX (user experience) design
  • UI (user Interface) design
  • Development
  • QA testing
  • Website optimisation
Top features
  • Headless website
  • Sanity headless CMS
  • Next.js frontend
  • Storybook pattern library
  • Twitch livestreams
  • Competition livestreams


Excel Esports have been on a journey to build on its competitive success while growing and nurturing its British and international community. A key part of that, was creating a digital platform that brings the world of esports to life, and communicates their intent, to a specific niche gamer audience.


Working closely with the team at Excel, we designed and developed an interactive, integrated website that provides a place for the Excel community to find out more about their teams and players, buy merchandise and watch games live onsite.


XL's young community are the harshest critics and very honest too. But just some of the verbatim feedback included:

"Everything is user friendly, really easy to navigate and really slick look!"

"Oh my God.. this looks amazing. I love how… the… screw it… everything is amazing."

"I love it… it's such a cool design."

XL Mobile video in light mode
XL Mobile twitch profile in dark mode
XL Typography
XL Type Scale
XL Colour
XL Design System and screen in laptop
XL Website at responsive sizes

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Three-dimensional representation of a Rowse Runny Honey bottle set against a soft yellow backdrop, with flowing honey accents and the iconic Rowse bee logo