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I’m a Brand and Product Designer with 15 years of experience building visually stunning, high-converting digital products, scalable UI systems, and immersive gaming experiences. I blend brand architecture, visual storytelling, motion design, and AI-accelerated workflows to craft pixel-perfect, cross-platform interfaces. I’m a hands-on maker who thrives on translating abstract concepts into seamless, unmistakably on-brand digital ecosystems for platforms like Meta, Roblox, and the BBC. I excel in cross-functional collaboration, design systems governance, and delivering production-ready assets that scale across brands and products.…I’m a Brand and Product Designer with 15 years of experience building visually stunning, high-converting digital products, scalable UI systems, and immersive gaming experiences. I blend brand architecture, visual storytelling, motion design, and AI-accelerated workflows to craft pixel-perfect, cross-platform interfaces. I’m a hands-on maker who thrives on translating abstract concepts into seamless, unmistakably on-brand digital ecosystems for platforms like Meta, Roblox, and the BBC. I excel in cross-functional collaboration, design systems governance, and delivering production-ready assets that scale across brands and products.

Robin Brian Wells

UI Designer, Designer, Brand Designer, +7

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I’m a Brand and Product Designer with 15 years of experience building visually stunning, high-converting digital products, scalable UI systems, and immersive gaming experiences. I blend brand architecture, visual storytelling, motion design, and AI-accelerated workflows to craft pixel-perfect, cross-platform interfaces. I’m a hands-on maker who thrives on translating abstract concepts into seamless, unmistakably on-brand digital ecosystems for platforms like Meta, Roblox, and the BBC. I excel in cross-functional collaboration, design systems governance, and delivering production-ready assets that scale across brands and products.…I’m a Brand and Product Designer with 15 years of experience building visually stunning, high-converting digital products, scalable UI systems, and immersive gaming experiences. I blend brand architecture, visual storytelling, motion design, and AI-accelerated workflows to craft pixel-perfect, cross-platform interfaces. I’m a hands-on maker who thrives on translating abstract concepts into seamless, unmistakably on-brand digital ecosystems for platforms like Meta, Roblox, and the BBC. I excel in cross-functional collaboration, design systems governance, and delivering production-ready assets that scale across brands and products.

Available to hire

I’m a Brand and Product Designer with 15 years of experience building visually stunning, high-converting digital products, scalable UI systems, and immersive gaming experiences. I blend brand architecture, visual storytelling, motion design, and AI-accelerated workflows to craft pixel-perfect, cross-platform interfaces.

I’m a hands-on maker who thrives on translating abstract concepts into seamless, unmistakably on-brand digital ecosystems for platforms like Meta, Roblox, and the BBC. I excel in cross-functional collaboration, design systems governance, and delivering production-ready assets that scale across brands and products.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Lead Brand & Product Designer at Koffeecup

March 1, 2025 - February 1, 2026

Led end-to-end Product Design for a £10m+ flagship life-sim game for Meta Horizon Worlds, managing a 15-person creative team and collaborating with engineers and product managers to deliver seamless UI/UX across mobile and VR. Brand governance, monetisation strategy, and core audience personas for Gen Z/Alpha.

Creative Lead at Koffeecup

March 1, 2025 - February 28, 2026

Directed the creative vision for a £10m flagship life-sim game for Meta Horizon Worlds, leading a 15-person multidisciplinary team across VR and mobile development. Defined core gameplay loops, branding and foundational UI/UX strategy; established a data-driven design process during soft launch and used behavioural analytics to optimise acquisition, onboarding and LiveOps. Orchestrated a shared economy across a network of six games, ensuring the flagship title served as the central hub and currency sink, while maintaining a cohesive visual language.

Lead UI & UX Designer at Hey! Dubit Creative

October 1, 2023 - February 1, 2025

Led end-to-end mobile product design for flagship brands in the Roblox metaverse (including Adidas, NASCAR, and Samsung), delivering UI/UX that balanced touchscreen usability, premium visual appeal, and core business objectives. Architected modular, cross-platform UI component libraries and defined overarching visual languages to ensure brand consistency across PC, console, and mobile, while accelerating developer handoff.

Creative Lead / UI & UX at HEY! Dubit

October 1, 2023 - February 1, 2025

Led the end-to-end mobile product design for flagship brands in the Roblox metaverse, balancing touchscreen usability, premium visual appeal, and core business objective of driving digital sales.

Creative Lead at HEY! Dubit

October 1, 2023 - February 28, 2025

Led the creative and UI/UX direction for Roblox and UEFN activations across mobile, PC and Xbox, partnering with major global brands to design engaging digital experiences. Architected a scalable, cross-platform UI component library used across multiple brand activations, establishing strict usability standards and accelerating developer handoff. Defined the shared game ecosystem and visual language to ensure consistency across a network of titles, setting onboarding benchmarks and audience personas for Gen Z/Alpha. Directed end-to-end product vision from concept through live operations, balancing brand requirements and technical constraints.

Senior UI & UX Designer at HEY! Dubit

October 1, 2021 - September 30, 2023

Led the creative and UI/UX direction for Roblox/UEFN experiences, collaborating with global brands to create highly engaging experiences across mobile, PC and Xbox. Built modular design systems to unify interfaces across titles and platforms, speeding up development and maintaining usability standards. Guided UX research and onboarding optimization, leveraging behavioural analytics to improve acquisition funnels and live operations in partnership with cross-functional teams.

Lead Designer at Complete Control Ltd.

July 1, 2014 - October 31, 2021

Led visual and UI/UX design from pitch to release for HTML5 and Unity apps across broadcast and entertainment networks. Implemented accessibility standards and inclusive UX practices to ensure broad public reach (e.g., BBC-related projects). Managed a design and development team, owned final visual quality, and partnered with clients to define scope, manage expectations and meet production deadlines. Notable outcomes include Make & Race with 70 million downloads, an 8-year lifespan for a Premier League educational game, a PJ Masks AR app (TIGA nominated) in 9 languages and 3.5% in-app purchase conversion.

Freelance Designer at Self-employed

January 1, 2010 - June 1, 2014

Branding, UI/UX design, web design, app design, and illustration for magazines, websites, and charities. Directed motion and 3D prototyping for interactive HTML5, Unity, and AR experiences; implemented data-driven UX improvements; developed Gen Z & Alpha strategies; led LiveOps UI optimization and end-to-end project delivery. Integrated AI tools to accelerate prototyping and asset generation, and managed stakeholder expectations to align output with KPIs.

Freelance Designer at Various Clients

January 1, 2010 - June 30, 2014

Branding, UI/UX, web and app design for magazines, websites and charities. Led Gen Z & Alpha Roblox strategies, directing spaces for Charli XCX digital concert (Samsung) and brand activations for L’Oréal and Nickelodeon. Managed live-ops updates and UI optimization for IP such as Adidas, NASCAR and Nickverse, leveraging AI tools to prototype faster and accelerate delivery while aligning output with client KPIs. Key achievements included Sunsilk (90M players), Adidas (digital clothing sale), NASCAR (25-minute sessions, 96% approval) and Lunchables (acquisition pivot raising experience approvals from 32% to 93%).