Milan Games Week is the ultimate annual gathering for gaming and comics enthusiasts in Italy. An event bringing together thousands of visitors, creators, industry professionals, and international brands in an immersive three-day experience. Yet the current website fails to capture the energy, community spirit, and visual identity that define the event on social media and in person.

Scroll through Milan Games Week's social profiles and you're plunged into a visually striking world: vibrant colors, cyberpunk aesthetics, graphics screaming "digital" and "future." Then you land on the website and it all vanishes. It's anonymous, generic, almost corporate. Like a completely different event.

But it's not just about aesthetics. The site operates like a bureaucratic portal rather than a showcase for the experience.Open the homepage and you find just a series of links—no storytelling, no context. It assumes you already know everything, that you arrived after seeing a social post. A massive oversight that wastes the opportunity to engage new visitors and build anticipation.

Then there are practical issues: headlining guests are buried, ticket tiers require extra navigation, FAQs are relegated to separate pages. And the hero section falls flat, unable to communicate the edition's theme or convey the event atmosphere.

This redesign transforms the site into an experience that embodies the event's soul. The hero section now delivers immediate visual impact with cyberpunk aesthetics, vibrant colors, and bold typography. The year's theme takes center stage.

Featured guests appear on the homepage with eye-catching cards. Tickets get a dedicated section with tiers, pricing, and direct purchase. FAQs are integrated to eliminate friction. And there's a section telling Milan Games Week's story, building emotional connection with first-time visitors.

Everything maintains consistency with the social identity, speaking directly to millennials and Gen Z through dynamic, visually impactful language. The site is no longer a generic portal but an engagement engine that generates excitement and facilitates participation—finally representing what the event truly is: vibrant, modern, connected to its community.