Gen.G

Following Gen.G’s rebrand, we were engaged to rethink its digital foundation — transforming the website from a traditional team destination into a scalable platform for fans, commerce, content, and growth.

We led the redesign and relaunch of geng.gg, developing a responsive global experience that unified content, merchandise, and team operations within a single ecosystem. The platform was built to support a rapidly expanding organization, with flexibility for new rosters, sponsorship integrations, content initiatives, and product launches.

Behind the scenes, we architected a streamlined design system and CMS infrastructure designed for speed, consistency, and operational efficiency. Department leads across the organization were onboarded into new content workflows, enabling decentralized publishing while maintaining brand and technical standards.

The project launched in coordination with Gen.G’s Global Web Store rollout, creating a connected experience for fans across content and commerce.

Following the global launch, we developed a fully localized Korean experience at kr.geng.gg and provided strategic guidance on the organization’s China web strategy, including platform structure, localization considerations, and content planning for gengesports.cn.

The result was a unified digital foundation capable of supporting Gen.G’s continued growth across markets, teams, partners, and audiences.