New World: AETURNUM OFFICIAL SITE
Amazon’s first MMORPG, New World, is a live service title that, like its sibling Throne and Liberty, was built using Amazon’s modular system for all gaming properties. Still, we developed a distinct visual identity for both desktop and mobile sizes, one that highlights the game’s magically vibrant world and its rich, gilded undertones..
Responsibilities included building site wireframes, developing a custom-themed user interface, and site asset management.
Desktop & Mobile interface
Over 20 unique pages and CTAs were designed for both desktop and mobile, each crafted to uphold clarity and align with Amazon’s modular system. Within the firm design constraints, it’s the finer details, like the custom CTAs, where the site’s character is deliberately emphasized.
Learnings
& pROCESS
During the site’s UX development, New World was shaped by two key constraints: the client’s emphasis on showcasing gameplay above all else, and the continued use of modular requirements previously established by Amazon. It was essential to honor these guidelines while proposing creative alternatives that remained visually and tonally aligned with the parent brand.
The overall style and UI leaned into the game’s stunning graphics, while finer design flourishes subtly conveyed its premium, high-fantasy tone. The goal was to create a vibrant and inviting first impression, one that welcomed players into a familiar, yet bold new Amazon title.