Agnes Kasilovska

Dead Nice Studio

Agnes Kasilovska is a Creative Director and co-founder of Dead Nice Studio, a women-led UI-UX studio. She’s spent the past decade working across games and screen graphics, and has contributed to projects including Call of Duty, PUBG, Unravel, and Mission Impossible.

She cares about the small details that make a game feel believable, and loves the moment when design clicks into something players can feel, not just see.

Agnes Kasilovska is speaking at the following session/s

Interface as Identity: Designing UI That Complements the Brand

UI and branding are often treated like separate jobs. Branding frames the game from the outside and sets expectations. UI is what happens once you’re inside, where those expectations turn into experience.

UI isn’t only about clarity and function. It is a visual language players learn through repetition, and it carries tone, perspective, and intent through structure, typography, spacing, motion, and density. Long before a logo is refined or a trailer is cut, the UI is already shaping how the game feels.

This talk explores how interface decisions influence identity, how branding later reacts to what the UI has already made real, and how to design the two so they support each other instead of pulling apart.

We’ll look at familiar examples where UI choices become part of the game’s voice, and cases where the outside promise and inside experience don’t match. The goal isn’t to make UI look like marketing. It’s to build a shared voice: the same intention expressed clearly in two different contexts.

You’ll leave with a simple framework and checklist you can use early in development, even on small teams.

Session Takeaway