Visual DesignIllustrationUX/UIGraphic

GUBS Card Game Redesign

Redesign and localization project of the North American card game GUBS for the Brazilian public, seeking to improve usability, textual hierarchy, visual aspects, and the game's cultural suitability.

Figure 0: Cole Medeiros' first original gub
Figure 0: Cole Medeiros' first original gub

Game Inspiration

Narrates the author's personal motivation, having discovered the game in childhood and, due to language and access barriers, ended up reproducing it by hand.

Figure 1: Childhood game
Figure 1: Childhood game

Double Diamond Methodology and Localization

Explains the project's approaches.

Discover

Focuses on a critical analysis of the strengths and weaknesses of the original design and UX.

Define

Formulation of the project briefing based on the research.

Develop

Creation of visual prototypes and testing of new proposals.

Deliver

Finalization and application of usability tests.

About Localization

Highlights that localizing is not merely translating, but adapting visual, narrative (lore), and mechanical elements to generate an intuitive and culturally coherent experience.

How the GUBS Game Works

  • Objectives: The objective is to protect the largest number of "Gubs" creatures in matches lasting up to 20 minutes.
  • Components: The deck has 70 cards divided into Gubs, Tools, Traps/Hazards, Barricades, and Events.
  • Preparation: 3 cards are distributed to each player, and the cards with the letters G, U, and B are shuffled into the deck.
  • Rules: Each turn involves drawing, playing, and discarding cards, keeping a maximum of 8 cards in hand.
  • Victory: The match ends when the cards with the letters G, U, and B are drawn.

Target Audience Definition

In the US, it reaches young adults (18-35 years old) focused on strategy, as well as families. There is a strong distinction in behavior focused on family gatherings within the Brazilian market, which highly value intergenerational socialization. The target audience for the project was defined as Brazilian young adults and families (10 to 45 years old).

Five personas were created to guide decisions:

Step 1 illustration

The 11-year-old child

Seeks simplicity and intuitive mechanics.

Step 2 illustration

The teenager

Seeks fun with strong social connection and interaction.

Step 3 illustration

The university student

Uses games as a quick way to destress between studies.

Step 4 illustration

The adult enthusiast

Loves deep immersion and mechanical complexity.

Step 5 illustration

The adult who dislikes games

Avoids complex manuals and looks for immediate playability.

Personas ensure a focus on the needs of all players.

Card Structure and Content

Evaluates the original structure, composed of title, lore (narrative), image, category, and description. The texts within categories—Event, Barricade, Tool, Hazard, Gub type, Interrupt, Wild—were mapped and translated for analysis.

Figure 2: Toad Rider card
Figure 2: Toad Rider card

Card Design

Analyzes the original fonts, including the presentation image of the Goudy Stout Typeface (used in titles) and the Brandwyne font (used in categories, descriptions, and lore).

Figure 3: Presentation image of the Goudy Stout Typeface
Figure 3: Presentation image of the Goudy Stout Typeface
Figure 4: Image of the Brandwyne font
Figure 4: Image of the Brandwyne font

Iconography

Examines the aesthetic references of the drawings: Ligne Claire (Precise lines without shading), Rubber hose (Old, rounded cartoon style), and 2000s cartoons (Expressive lines).

Figure 5: Cover of the comic Tintin and the Picaros
Figure 5: Cover of the comic Tintin and the Picaros
Figure 6: Image from the video game Cuphead
Figure 6: Image from the video game Cuphead
Figure 7: Scene from Courage the Cowardly Dog
Figure 7: Scene from Courage the Cowardly Dog

Textual Hierarchy

Notes how fonts organize the card, resembling comic books.

Figure 8: Comic strip excerpt from Monica's Gang
Figure 8: Comic strip excerpt from Monica's Gang

Analysis of Similar Games

Compares the hierarchy of GUBS with games from the same era: Dominion, Citadels, and Wyatt Earp.

Figure 9: Dominion cards
Figure 9: Dominion cards
Figure 10: Citadels cards
Figure 10: Citadels cards
Figure 11: Wyatt Earp cards
Figure 11: Wyatt Earp cards

Redesign Analysis & Research

Strengths

Includes its authentic narrative, the learning curve, visual differentiation by letter size, and illustration cohesion.

Weaknesses

Fails in hierarchy by using the same font and weight for different text blocks and ambiguous rule descriptions.

Points of Attention

The need to maintain the playful visual identity while adapting it for Brazil and improving the rules.

Original Game Experience Research

Real matches played with varied audiences revealed players faced language barriers due to the use of English. There was an easier time for players already familiar with RPGs, uncertainty regarding ambiguous rules, and the perception that the game can become repetitive.

Project Briefing

Briefing Overview

Objective

Modernize, generate visual clarity, and adapt thematically.

Deliverables

Visual redesign of the cards, manual, packaging, and text adaptation.

Success criteria

Validation via usability testing and cultural reception.

The briefing serves as the technical foundation for all design decisions, ensuring that the visual evolution stays aligned with both the original creator's intent and the new market requirements.

Card Production Methodology

Text Creation

Replacing literal translations with local adaptations. Just as the Pixar movie "Turning Red" was culturally adapted to Brazil, the "Velvet Moth" card became "Bruxa" (Witch), a reference to Brazilian moths.

Design Fundamentals

Definition of color and font libraries in Figma.

Figure 12: Project colors
Figure 12: Project colors
Figure 13: Project typography
Figure 13: Project typography
Figure 14: Applied colors
Figure 14: Applied colors

Card Templates

Layout adjustments to support the new typography and increase hierarchical clarity. Defined as Standard Poker Size.

Figure 15: Card size
Figure 15: Card size

Adjustments in visual proportions.

Figure 16: Original game card structure
Figure 16: Original game card structure
Figure 17: Quick typography test
Figure 17: Quick typography test
Figure 18: Card template
Figure 18: Card template

Gub Design

New character design.

Figure 19: Character design
Figure 19: Character design

Visual structure by category and color application

Chromatic organization for quick identification by categories.

Figure 20: Category patterns
Figure 20: Category patterns
Figure 21: Category theme
Figure 21: Category theme

Final Illustrations for Each Card

Finalized art generating style guides.

Figure 22: Finalized Mushroom card
Figure 22: Finalized Mushroom card
Figure 23: Finalized Lure card
Figure 23: Finalized Lure card
Figure 24: Finalized Spear card
Figure 24: Finalized Spear card
Figure 25: Finalized Blue Feather card
Figure 25: Finalized Blue Feather card
Figure 26: Finalized Gub card
Figure 26: Finalized Gub card
Figure 27: Finalized Unfortunate Moth card
Figure 27: Finalized Unfortunate Moth card
Figure 28: Finalized Bubble cards
Figure 28: Finalized Bubble cards
Figure 29: Grouped finalized cards
Figure 29: Grouped finalized cards

Card Back

Adaptation of visual symmetry and typography for the back of the card.

Figure 30: Card back
Figure 30: Card back

Game Deliverables (Manual)

Rules reformulated logically with an FAQ section.

Figure 31: Game manual
Figure 31: Game manual
Figure 32: Manual mockup
Figure 32: Manual mockup

Game Packaging

Portable and compact sizing.

Figure 33: Front and back of the packaging
Figure 33: Front and back of the packaging
Figure 34: Packaging mockup
Figure 34: Packaging mockup
Figure 35: Internal packaging mockup
Figure 35: Internal packaging mockup
Figure 36: Internal packaging mockup viewed from above
Figure 36: Internal packaging mockup viewed from above
Figure 37: Final project concept
Figure 37: Final project concept

Next Steps and Market Viability

Future Roadmap

Production

Graphic production finalization for all 70 cards.

Testing

Validation and iteration testing with target players.

Strategy

Market potential analysis and licensing viability.

Moving forward, the project enters a critical phase where theoretical design meets physical production and real-world market dynamics.

Conclusion

Reaffirms the success of the Double Diamond methodology and highlights that the "localization" process was essential, surpassing literal translation to completely remove the linguistic entry barrier and generate cultural attachment.

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