London Gangs
Overview
London Gangs is a narrative driven mobile prototype set in Victorian London and developed for the Canadian pre launch campaign of Assassin’s Creed Syndicate. The experience invited players to recruit friends, build a gang and compete for control of 35 districts through hidden postal codes and cooperative challenges. I collaborated closely with the game design team to shape flows, wireframes and prototypes that balanced historical authenticity with usability and supported smooth engine integration.
Challenge Context
The project needed to support a fast paced promotional campaign while staying true to the Assassin’s Creed universe. Frequent scope changes, social mechanics and district based progression made clarity, strong information hierarchy and cohesive UI patterns essential.
Design Approach
I designed early flows around player behaviour, collaboration and readability. Art direction worked with us, informed the visual tone and helped ground the experience in an authentic historical aesthetic. We partnered with Yeaaah! Studio for the Hidden Truth illustration sequences, integrating custom artwork seamlessly with the UI direction. Focused simplifications ensured feasibility within the tight timeline.
Deliverables
I delivered wireframes, flows and interactive prototypes. I also defined UI layouts, navigation structures and information hierarchy to support quick decisions and maintain clarity throughout gameplay.
Outcomes
I delivered production ready UX foundations on schedule, giving the art and development teams a clear blueprint for final implementation. The prototype became a key component of Ubisoft Canada’s marketing efforts for Assassin’s Creed Syndicate and contributed to an award winning campaign that received both Gold in Digital at the Marketing Awards and the Grand Prix at Concours Créa. Having also contributed animated UI work to a cinematic in the Assassin’s Creed Syndicate console game, I brought a deeper understanding of the franchise’s tone, which helped reinforce coherence between the console title and this mobile pre launch experience.
Key Learnings
This project strengthened my ability to bring clarity to complex experiences and collaborate effectively across creative and technical teams under tight timelines.
Illustration credits
Yeaaah! Studio