Roblox

Roblox:
Endless Possibilities at global scale.

Roblox isn’t just a platform, it’s a universe of over 40 million experiences where people come together to create, play, learn, and imagine. More than games, it’s a place of constant reinvention. Together with Roblox’s in-house brand team, we reimagined the identity to reflect this energy. a bold new system shaped by its community.

From Chaos to Cohesion.

As Roblox scaled rapidly, the brand was struggling to keep pace. With tens of millions of user-generated worlds, the platform needed a cohesive brand system. one that could unify without flattening the dynamism. Our challenge was to frame the chaos, elevate the experience, and build something creators, partners, and teams could align around.

Builders, Dreamers, Explorers.

88.9 million daily users. 20.7 billion hours spent in-platform in just one quarter. A global community of creators, players, learners, and fans, constantly reshaping the platform. The brand had to speak to all of them, from Gen Z users and developers to global partners and internal teams.

Built on the Inside. Played from Within.

To design for Roblox, we had to become part of it. We created a DixonBaxi studio inside the platform itself, using it as a living lab to test, prototype, and push ideas. It was collaborative at every level and built with the in-house team, lived by the community, and shaped in real time.

THE ‘TILT’ reveals a platform for limitless creativity.

At the heart of the brand lies the Tilt, a 15-degree angle quietly embedded in the logo for years. We elevated it from a subtle detail to a defining design principle. A symbol of momentum, anticipation, and creative energy, it now powers a flexible system that unites millions of evolving experiences, giving Roblox coherence without ever constraining its boundless imagination.

One Brand. All Worlds.

We created a design system that expands Roblox’s expression across every experience, unifying the brand while unlocking new creative potential. From the smallest mobile icon to vast, immersive digital landscapes, it works everywhere. Seamless across IRL and digital, product and platform, marketing and community. One UX, one system, one voice that never interrupts the experience, only amplifies it.

Growth. Community. Momentum.

The new brand unlocks internal alignment, external recognition, and creative freedom. It’s a system that scales, adapts, and inspires, fueling Roblox’s next era of growth, deepening community connection, and building a foundation for limitless creativity.
A brand evolution that captures Roblox’s unique tone, excites teams, and strengthens its identity creating alignment, momentum, and a powerful foundation for future growth.

Sue Anderson, VP Creative, Roblox