Extending Apex Legends’
Narrative & Brand Beyond the Game
Timeline
October - December 2025
Disciplines
UX/UI Design
Interaction Design
Visual Design
Context
Personal project
Extending Apex Legends’
Narrative & Brand Beyond the Game
Timeline
October- December
2025
Context
Personal project
Disciplines
UX/UI Design
Interaction Design
Visual Design
What
The current Apex Legends’ out of game experience reimagined as a system of interactive character pages and a centralized lore hub.
Why
Apex has a rich character roster and evolving story, but the web experience doesn’t fully reflect the energy and personality that define the game.
Who
Designed for Apex players who want to better understand characters, explore the game’s lore, and stay connected to the Apex universe between matches.
What
The current Apex Legends’ out of game experience reimagined as a system of interactive character pages and a centralized lore hub.
Why
Apex has a rich character roster and evolving story, but the web experience doesn’t fully reflect the energy and personality that define the game.
Who
Designed for Apex players who want to better understand characters, explore the game’s lore, and stay connected to the Apex universe between matches.
ALL
SKIRMISHER
ASSAULT
RECON
SUPPORT
CONTROLLER
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Apex Legends’ characters and lore are central to the game, but the web experience offers limited opportunities for exploration and brand presence.
Apex Legends’ characters and lore are central to the game, but the web experience offers limited opportunities for exploration and brand presence.
Design Audit
I audited the Apex character and lore experiences to surface gaps and opportunities across UX, visual fidelity, and motion.
Limited Visual Expression
The experience relies heavily on static, text-led content, limiting opportunities for visual storytelling and motion to create energy and engagement.
Content Hierarchy & Readability
Dense content and limited typographic hierarchy reduce scannability, making key lore and ability information harder to surface and understand.
Limited Ability Storytelling
Abilities are communicated through static cards, missing opportunities to use visual and interactive storytelling to clarify how each ability works.
Underrepresented Character Identity
Each Legend’s personality is strongly established in-game but isn’t fully translated to the web, this is an opportunity for a more distinctive, character-led experience.
Limited Discovery & Engagement
The experience is largely passive and informational, with few opportunities for interaction or discovery that encourages users to explore further.
Fragmented Content Experience
Lore, character, and gameplay information feel disconnected, this is a chance to strengthen the information architecture around a more cohesive character narrative.
Apex Legends’ characters and lore are central to the game, but the web experience offers limited opportunities for exploration and brand presence.
Design Audit
I audited the Apex character and lore experiences to surface gaps and opportunities across UX,
visual fidelity, and motion.
Limited Visual Expression
The experience relies heavily on static, text-led content, limiting opportunities for visual storytelling and motion to create energy and engagement.
Content Hierarchy & Readability
Dense content and limited typographic hierarchy reduce scannability, making key lore and ability information harder to surface and understand.
Limited Ability Storytelling
Abilities are communicated through static cards, missing opportunities to use visual and interactive storytelling to clarify how each ability works.
Underrepresented Character Identity
Each Legend’s personality is strongly established in-game but isn’t fully translated to the web, this is an opportunity for a more distinctive, character-led experience.
Limited Discovery & Engagement
The experience is largely passive and informational, with few opportunities for interaction or discovery that encourages users to explore further.
Fragmented Content Experience
Lore, character, and gameplay information feel disconnected, this is a chance to strengthen the information architecture around a more cohesive character narrative.
Character Hub
Individual Character Page
Lore Hub
Individual Story Page
Individual Class Hub
Character Hub
Individual Character Page
Lore Hub
Individual Story Page
Individual Class Hub
Based on the audit it was clear the following needed to be prioritized: clearer hierarchy, purposeful interaction, character-led storytelling, and a stronger connection between gameplay and lore.
Based on the audit it was clear the following needed to be prioritized: clearer hierarchy, purposeful interaction, character-led storytelling, and a stronger connection between gameplay and lore.
Page Anatomy
By defining a clear page structure, I created a consistent framework for every Legend page. Each section guides players through the character’s story and abilities, while making the experience easy to scale as new Legends and content are added.
A modular page system creates a consistent experience across every Legend, while adaptive colour palettes bring each character’s personality through. The result is a scalable structure that still gives every Legend a distinct identity.
A modular page system creates a consistent experience across every Legend, while adaptive colour palettes bring each character’s personality through. The result is a scalable structure that still gives every Legend a distinct identity.
Learnings & looking ahead
This project pushed me to think beyond individual screens and design for a system that could evolve over time. The core challenge for me was balancing consistency with character, creating a scalable foundation while giving each Legend and story room to feel distinct.
With more time, I’d validate the experience with players to understand what drives discovery, where engagement drops off, and how people navigate between stories. Those insights could inform stronger connections across Legends and seasons, as well as opportunities for more personalized discovery.
Learnings & looking ahead
Learnings & looking ahead
This project pushed me to think beyond individual screens and design for a system that could evolve over time. The core challenge for me was balancing consistency with character, creating a scalable foundation while giving each Legend and story room to feel distinct.
With more time, I’d validate the experience with players to understand what drives discovery, where engagement drops off, and how people navigate between stories. Those insights could inform stronger connections across Legends and seasons, as well as opportunities for more personalized discovery.
Learnings & looking ahead
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Individual lore pages bring each story to life through immersive visuals and long-form storytelling, giving players a focused space to explore key moments and understand how they connect across Legends and seasons.
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Individual lore pages bring each story to life through immersive visuals and long-form storytelling, giving players a focused space to explore key moments and understand how they connect across Legends and seasons.
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Individual lore pages bring each story to life through immersive visuals and long-form storytelling, giving players a focused space to explore key moments and understand how they connect across Legends and seasons.
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Lore Hub & Lore Entry UX Update
Individual lore pages bring each story to life through immersive visuals and long-form storytelling, giving players a focused space to explore key moments and understand how they connect across Legends and seasons.
Based on the audit it was clear the following needed to be prioritized: clearer hierarchy, purposeful interaction, character-led storytelling, and a stronger connection between gameplay and lore.
Page Anatomy
By defining a clear page structure, I created a consistent framework for every Legend page. Each section guides players through the character’s story and abilities, while making the experience easy to scale as new Legends and content are added.
01
Character Hero
02
Related Legends
Adds narrative and gameplay context by grouping Legends with shared history, rivalries, or class roles.
03
Narrative Content
Integrates short stories into the character page, improving discoverability and reinforcing the connection between gameplay and story.
04
Spotlight
Space for rotating content like Battle Pass items, or seasonal updates, allowing the page to evolve with the game.
05
Discover More
Encourages exploration by highlighting other Legends in the same class.
Character intro using cinematic visuals and interaction to communicate identity and playstyle.
A modular page system creates a consistent experience across every Legend, while adaptive colour palettes bring each character’s personality through. The result is a scalable structure that still gives every Legend a distinct identity.
Lore Hub & Lore Entry UX Update
Redesigning the character pages surfaced another opportunity: making Apex’s interconnected story easier to discover and navigate. With no central place to explore its expanding lore, I designed a dedicated Lore Hub and supporting pages that bring these stories together into a more cohesive, discoverable experience.
The centralized Lore Hub makes Apex’s stories easier to discover, with filters that let players quickly explore lore by character, theme, or season.
Individual lore pages bring each story to life through immersive visuals and long-form storytelling, giving players a focused space to explore key moments and understand how they connect across Legends and seasons.
Learnings & looking ahead
This project pushed me to think beyond individual screens and design for a system that could evolve over time. The core challenge for me was balancing consistency with character, creating a scalable foundation while giving each Legend and story room to feel distinct.
With more time, I’d validate the experience with players to understand what drives discovery, where engagement drops off, and how people navigate between stories. Those insights could inform stronger connections across Legends and seasons, as well as opportunities for more personalized discovery.