The Puzzle Society – A Collection of Game Brands & UI Design
Company: Andrew McMeel Universal | Year: 2020–2023
The Puzzle Society (Andrews McMeel Universal) was a collection of digital puzzle games, each with its own theme and gameplay style.
As a freelance product designer, I worked on multiple titles, designing both the visual branding and the puzzle interfaces. My role often spanned from concept through final delivery, collaborating with an art director, project manager and developers to bring each game to life.
Summarized Case Study
The Challenges
Every game had its own quirks and constraints:
Some were based on pre-existing puzzle formats, which meant the design had to fit within certain rules. Some were more flexible.
Others came with technical limitations that shaped what was possible in the UI.
And across the board, each title needed to feel unique, while still tying back to The Puzzle Society as a whole.
Goals
Create distinct visual identities for each game that matched its personality.
Design puzzle interfaces that were clear, intuitive, and fun to use.
Balance creativity with the constraints of gameplay and technology.
My Approach
Developed branding systems (logos, color palettes, typography) tailored to each puzzle.
Designed UI flows and interfaces, making sure gameplay stayed front and center.
Collaborated with developers (when possible) throughout the process to ensure designs translated smoothly into production.
Built flexible design systems that could adapt to different puzzle types without losing consistency.
The Solution
A portfolio of distinct puzzle games, each with its own identity but tied together under The Puzzle Society umbrella.
Clean, functional UIs that made puzzles easy to play while keeping the visual design engaging.
Branding that gave each game a unique personality, whether playful, sophisticated, or classic.
Impact
Delivered a cohesive suite of games that expanded The Puzzle Society’s portfolio.
Players could easily jump between games while still recognizing the Puzzle Society brand.
The variety of puzzles highlighted the brand’s range and adaptability.
What I Learned
Working on multiple puzzles that would on a website with it’s own brand identity, pushed me to think about flexibility in design systems — how to keep an overall brand identity intact while letting each game shine on its own.