Video Game UI/UX

Asphalt Xtreme

Client

Gameloft Barcelona

Role

Senior Designer

Deliverables

Game UI/UX, Logo Design

Year

2016

Overview

Asphalt Xtreme is the off-road entry in Gameloft's Asphalt franchise, a departure from the street racing formula that defined Asphalt 8 and later Asphalt 9. I joined the project at Gameloft Barcelona as UI/UX designer, working across the full game interface: from the custom logo and typography system to the menu flows, HUD design, and marketing assets that would launch the title in October 2016.

The Challenge

Problem to solve

The Asphalt brand is closely associated with high-speed street racing and urban environments. Xtreme needed to signal a different kind of game, rawer, more aggressive, off-road, while remaining instantly recognisable as part of the franchise. The UI had to carry that dual identity: familiar enough for existing fans, visually distinct enough to communicate the new gameplay direction.

Process

My approach

I designed a custom wordmark for Asphalt Xtreme that brought a more rugged, hand-crafted quality to the franchise's typically clean typography, angular forms, weathered texture, energy. The menu UI and HUD were designed around an earthy, high-contrast palette that referenced dirt, dust, and terrain rather than city lights. Marketing assets completed the package: key art layouts, promotional graphics, and App Store / Google Play screenshots.