Built with Webflow
Website for Hyper Scale Game Development Infrastructure
Max Martinez
Giving massively multiplayer technology a brand as ambitious as the product
MetaGravity is building infrastructure for massively multiplayer games and virtual worlds, designed to support far greater scale without forcing teams to abandon the tools they already use.
The technology was ambitious. The digital presence needed to make that ambition easier to understand—and credible enough for an enterprise audience.
Role: Digital Designer
Scope: Creative Direction, UI/UX Design, Website Design, Webflow Development
Locations: Warsaw, Poland; London, UK
Team: Linda Wang (VP Marketing), Mathew Kerber (Brand Designer)
Timeline: Feb 2024 – Mar 2024
Context: Getting ready for a global launch
MetaGravity was preparing to introduce its technology at GDC in San Francisco. The company already had a brand refresh underway, but the existing website lacked the clarity and consistency needed for the moment—especially with enterprise partners and technical decision-makers in the audience.
We had roughly a month to turn the new brand direction into a complete website and get it live before the conference.
The previous site leaned heavily into dark gaming aesthetics but left the product story harder to navigate.
Research: Finding the balance between gaming and enterprise
The deadline was tight, but visual decisions still needed a reason behind them. We mapped references across gaming, infrastructure, emerging technology, and enterprise software to understand what the category already looked like.
Dark surfaces, neon accents, and cinematic imagery were common on the gaming side. Enterprise brands leaned toward lighter layouts, stronger hierarchy, and more restrained product storytelling. MetaGravity needed both.
Mapping the visual gap between immersive gaming brands and enterprise technology.
Concepts: Giving complex technology a visual language
We also explored a more conceptual layer around the product itself. Gravity. Infinity. Simulation. Parallelism. Interaction.
These ideas gave us a vocabulary for expressing scale, movement, and a different kind of virtual world without relying entirely on screenshots or generic infrastructure diagrams. The metaphors were never meant to become literal brand symbols. They were prompts for composition, motion, depth, and interaction.
Using ideas like gravity, infinity, and simulation to explore scale, depth, and motion.
Direction: Dark for impact. Light for clarity.
The refreshed identity from the internal brand team already pointed toward the right balance. Dark compositions carried the more cinematic, high-impact moments. Light layouts handled denser information and technical content.
An oversized version of the MetaGravity mark became a recurring graphic device, often cropped into the edge of the composition to create depth. That contrast gave the website a rhythm that could move between gaming spectacle and enterprise legibility.
Translating the refreshed identity into a digital system built around contrast, scale, and the oversized mark.
Website: Showing the technology without overwhelming the audience
The homepage needed to introduce a technically complex platform without asking visitors to understand everything at once. The experience leads with the core proposition, familiar technology partners, and one primary action: contact the team.
From there, the story moves progressively into how the technology works, where it applies, what it improves, and who is already building with it.
Leading with the core proposition, familiar technology partners, and a focused contact path.
Moving into technical detail through a lighter, more readable content mode.
Turning a broad infrastructure proposition into more concrete applications.
Translating performance, scale, and cost benefits into a more scannable value story.
Trust and proof: Making a new technology feel more established
For emerging infrastructure, credibility matters as much as explanation. Familiar cloud providers and game engines create technical context early. Case studies show the technology working inside real projects. Testimonials add human proof from people already using or evaluating the platform.
The website uses those signals throughout the journey rather than isolating them in one trust section.
Using real projects to make the platform's scale and capabilities more tangible.
Adding human proof alongside the technical story.
Ending each journey with the strongest brand moment and the clearest conversion action.
A system built to expand: One visual language across a growing site
The same system extended across deeper technical pages, use cases, resources, case studies, company content, and conversion. Heroes shared a consistent structure but could adapt their imagery, typography, and content density depending on the page. Reusable sections handled everything from dense technical explanations to events, media assets, hiring, and lead capture.
Bringing navigation, trust, and secondary actions together at the end of the journey.
Organizing a growing content architecture into clearer paths for technical and business audiences.
A flexible hero system adapting to technical, editorial, company, and conversion pages.
Reusable components keeping a large site consistent without making every page feel the same.
Technical content: Making intricate information easier to scan
Some pages needed to explain complex infrastructure in depth. Instead of compressing that content into dense blocks, we used hierarchy, visual recaps, icon systems, and repeated patterns to create natural stopping points. That helped the site remain technically credible without becoming exhausting to read.
Giving the most technical page a clear entry point before the deeper explanation begins.
Summarizing dense infrastructure concepts into a quicker visual recap.
Connecting services, products, onboarding, and proof under one clearer structure.
Capturing early interest in an upcoming self-service product directly inside the solution story.
Giving individual applications a more personal, scenario-driven visual language.
Content and company: Extending the system beyond product pages
The website also needed to support an active content operation. Resources, blog posts, events, case studies, media assets, company information, careers, and contact all used the same underlying system while adjusting to different jobs. That gave MetaGravity one consistent digital identity across marketing, thought leadership, recruiting, and sales.
Creating a more dynamic entry point for frequently changing content.
Bringing editorial content into the system without losing the product-first visual language.
Giving upcoming events a more scannable format built around dates, locations, and brands.
Supporting recurring content with a secondary conversion path.
Turning customer stories into prominent proof rather than secondary content.
Extending the same storytelling system into deeper customer narratives.
Creating a dedicated path for press, news, and media inquiries.
Making approved brand and company assets easier for media partners to access.
Using the brand system to communicate purpose, team credibility, and company vision.
Adapting the conversion system for a different audience: future teammates.
Separating automated booking from more open-ended contact paths.
Giving the final conversion step a more personal handoff.
Development: Shipping the full site in Webflow
Once the desktop direction was established, the website was built in Webflow. That kept design and implementation close enough to refine responsive behavior, content, and interactions while the deadline continued moving. The existing CMS could also migrate cleanly, reducing unnecessary implementation risk.
Extending the visual system into shared links and social previews.
Preserving the desktop hierarchy with lighter, more natural mobile layouts.
Simplifying a deep navigation structure into a more touch-friendly experience.
Reducing decorative elements while keeping the same brand presence on smaller screens.
Reflowing denser hero content without sacrificing readability.
Outcome: Going live at GDC
The website went live just before GDC, with the final refinements happening while the team was traveling to San Francisco. MetaGravity arrived at the conference with a refreshed brand and a digital presence capable of communicating the scale of its technology to a much broader audience.
The deadline was compressed. The system did not have to feel that way.
"Max helped build a new website in record time for a major gaming conference, meeting requirements from stakeholders across the business and delivering a great website to a high standard."
— Linda Wang, VP Marketing
Big technology. Clearer story. Ready for the stage.
The work translated a complex infrastructure product into a more confident digital experience without losing the energy of the gaming world it was built for.
Full case study: https://www.maxmartinez.com/work/metagravity
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Posted Jun 12, 2024
Website for MetaGravity, infrastructure for massively multiplayer games and virtual worlds. I led creative direction, UI/UX, and Webflow development, turning a new brand into a complete enterprise-ready site in about a month, live just before GDC.
