HellCo Games
A dark-comedy game studio launching their flagship tabletop game, EverythingCorp™. The site had to stop being a brochure and start being a lead-generation funnel before the Kickstarter went live.
The problem
A Kickstarter succeeds or fails on the email list you built before the campaign opened. HellCo had an existing site, a launch date, and a default sign-up form that captured addresses without segmenting them — which means the launch email goes to everyone identically and converts like a newsletter.
The second constraint was sequencing. Final hero renders were roughly two weeks out, and waiting for them would have burned the entire runway before launch. The technical work could not sit idle waiting on artwork.
Subscribe to our newsletter.
Addresses captured without segmenting
A launch email that converts like a newsletter
Final renders roughly two weeks out
The approach
Split delivery into two phases so nothing waited unnecessarily. Phase one built the conversion funnel and technical foundation: a dedicated Mailchimp VIP sign-up replacing the default form, triggered by the Pre-Order CTA and tagging subscribers as VIP Launch Backers for segmented campaigns.
Phase two integrated the final renders once delivered, finished the product pages, added the coming-soon pages and ran full cross-browser QA — three days from asset handover to launch-ready.
Pre-order. Become a VIP Launch Backer.
Phase one: the conversion funnel
Phase two: renders, product pages and QA
Three days from handover to launch-ready
What we built
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
A dedicated Mailchimp sign-up replacing the default form, triggered by the Pre-Order CTA and tagging every subscriber as a VIP Launch Backer for targeted campaigns.
Every layout decision measured against one outcome: converting a visitor into a segmented email subscriber before the campaign opens.
Technical and UX work shipped in seven days while final renders were still in production, so no runway was lost waiting on artwork.
Consistent type, spacing and styling throughout — dark comedy still has to look expensive, or the premium price point does not hold.
Campaign traffic arrives overwhelmingly from social on phones, so mobile responsiveness was treated as the primary case.
Full cross-browser and cross-device testing before go-live, because a broken funnel on launch day cannot be fixed retroactively.
What changed afterwards
“Working with Mikkel was an absolute pleasure from start to finish. He was prompt, highly responsive, and executed exactly what we needed with precision and thoughtfulness. Every revision was handled quickly and efficiently, and he consistently translated feedback into strong, polished design solutions without friction. Beyond the quality of the work itself, Mikkel is simply easy to work with, providing clear communication, great judgment, and a true sense of ownership over the project. The final result exceeded expectations, and the process felt smooth and collaborative the entire way. I would absolutely work with Mikkel again and highly recommend him to anyone looking for a reliable, talented designer who delivers.”
Mya.HellCo Games
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