How do you build one design system that serves eleven game titles without forcing them into the same mold?

As a key designer on the Base UI design system, I helped accelerate web launches from months to weeks especially crucial when new titles were gearing up for reveal.

The context and Ask:

Game web designers were struggling to build new websites for upcoming game launches. They needed the freedom to design in a way that matched each game’s aesthetic but also wanted to rely on UX patterns that were proven to work. Without a strong foundation, they were often reinventing the wheel or compromising between creativity and functionality

The Ask: Create a flexible design system that empowers game teams to build launch ready sites with speed and confidence balancing creative freedom with data backed UX best practices.