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Gathern / Brand activation

A new identity.
Made to play.

Gathern Game

Turning a brand launch into a shared, repeatable experience.

Product design · UX, UI & prototyping
With UX, Marketing & Growth

Explore the case study
Gathern game board using the new purple identity, brand symbols and campaign wordsFull screen
Saudi destination gallery connecting the game to travel inspirationFull screen

The goal. The result.

Campaign target

~25M

Plays

Campaign result

~30M

Times played

Above target

~20%

~5M additional plays

Figures are approximate and rounded for confidentiality. Plays include repeat rounds, not unique players. The uplift is calculated from the rounded figures.

01 / The challenge

Make the new brand
something people do.

Gathern was launching a new identity. We wanted people to engage with its colours, symbols and message through play, extending the launch beyond a visual announcement.

The problem
A new identity needs visibility and a memorable reason for people to interact with it.
The idea
A mobile game built around the campaign phrase, with competitions, prizes and reasons to play again.
My contribution
I designed the complete flow, interfaces and interactive prototype, working with UX and Marketing. Growth supported distribution.
Original Gathern awareness screen introducing the Arabic travel campaign messageFull screen
The campaign message became the starting point.

02 / A shared experience

One web experience.
Across the apps.

We chose a WebView approach so the game could run across platforms with one shared UX and UI, rather than separate native versions of the same experience.

The flow, game states and brand treatment could stay consistent while each app provided the entry into the web experience.

Shared web experience

Gathern Game

One flow · One interface · Shared game states

Delivered through WebView

iOS

App WebView

Android

App WebView

The delivery decision: a shared web layer, rather than duplicated native game interfaces.

03 / Game experience

The message became
the mechanic.

Complete the campaign phrase: “Travelling within Saudi Arabia? Book with Gathern.” Brand words and symbols became part of the challenge itself.

  1. 01Discover
  2. 02Play
  3. 03Get feedback
  4. 04Continue
Original game board with the campaign words and identity symbolsFull screen
01 / Play

Learn the brand by playing.

A focused board pairs the campaign words with the new identity’s visual language.

Unsuccessful game outcome with retry, sharing and leaderboard actionsFull screen
02 / Try again

Keep the next step clear.

Supportive feedback and a direct retry action keep an unsuccessful round easy to move past.

Winning game outcome with celebratory feedback and a continue-playing actionFull screen
03 / Win

Celebrate. Then continue.

A distinct success state recognises the win and offers a clear route back into play.

04 / Beyond the round

Give the next visit
a reason.

The experience connected a short game with the wider world of Gathern.

Travel, still in the picture.

A swipeable destination gallery brought the interaction back to Saudi travel and discovery.

Progress people can follow.

Weekly and overall leaderboards gave the competition continuity beyond a single round. Sharing was accessible from the outcome states.

Swipeable Saudi destination gallery featuring AlUlaFull screen
Destination discovery
Original leaderboard with weekly and overall ranking tabsFull screen
Weekly & overall rankings

The takeaway

A brand experience built together.

The game surpassed the play-volume goal. Shared UX, campaign thinking and Growth distribution turned the new identity into an experience people could participate in.

UX & product designMarketingGrowth