The Dead Nice Crew
Dead Nice is a collection of spooky folks who love good UI + UX.
It hurts our hearts to see a great game slip because nobody gave its interface the consideration it deserves. That's what unites us: making UI + UX we care about for games we love.
We’re professionals by trade and enthusiasts by nature.
We also don't want to shock you but we actually like each other. Crazy, right? We challenge ideas, back each other up and have a lot of fun doing it. When we take on a project, we don't show up as a vendor. We show up as teammates. Your game becomes something we care about as much as you do.
And we do all of it with kindness, straight talking and zero ego. That’s a Dead Nice guarantee!
Curious how it all started? The full Dead Nice origin story is below, along with everything you need to know about each of us.
Meet the Team
Jasmine Christmas
Dead Nice exists to protect that space for the next generation of players, from every background, for everyone who needs a game to feel like home. Every accessibility decision we make traces back to that.
CEO, CO-FOUNDER
Agnes Kasilovska
Agnes moved country to be closer to this industry. She's still amazed by it. Her belief: strong visual communication makes games richer, clearer and more human and she brings that to every project.
CREATIVE DIRECTOR, CO-FOUNDER
PRINCIPAL UI + UX DESIGNER, CO-FOUNDERSam Thompson
The things that make you different don't need explaining here, they just need channelling. Sam designs for players who've always felt a little outside the box.
TECHNICAL DirectorPaolo Parrucci
UI is the one discipline that uses everything; visual design, scripting, localisation, engineering. As Technical Director, Paolo sits exactly where art meets code. If it needs to be beautiful and buildable, he's your person.
What we believe
RESPECT THE CRAFT
Great game UI + UX design is process and intent. We sweat the details because players feel them, even when they can't name them.
RESEARCH IS POWER
We reference the unusual to create the genuinely unique. Work that's not just well-made but well-founded.
PUSH BOUNDARIES
Interesting work requires considered risk. We'd rather learn fast than play small. Safety is not the same as quality.
KINDNESS WITH SPINE
We respect people while challenging ideas. Feedback is direct, polite and never personal. Psychological safety isn't soft, it's how excellent work happens.
How Dead Nice came to be
2024 was supposed to be the year the games industry bounced back. It wasn't.
Studios were closing. Teams were shrinking. Talented people were being let go from jobs they loved in an industry they'd given everything to. We watched it happen and asked ourselves the same question: what can we actually do about this?
The answer was Dead Nice.
Jasmine, Agnes and Sam had been building toward this moment for over a decade without knowing it. They met working across film, television and advertising as three people with different backgrounds and the same instinct for great design. Agnes brought graphic design rigour honed across continents. Sam brought the same, along with a background in traditional animation. Jasmine brought production experience and an absolute refusal to accept that good design should be a luxury.
They crossed paths professionally long before games and they’ve been together ever since. But it was at Keywords Studios in 2017 that the team really clicked and the idea of building something of their own started to take shape.
None of them took an easy route. Agnes left her home Lithuania. Sam and Jasmine broke into the industry without contacts, starting on freelance projects and internships and working their way up through sheer persistence. They didn't have the traditional network so they built one.
What brought them together (beyond the work) was something more personal. It’s deep empathy and appreciation for the psychology of visual communication. For them it’s not a borrowed methodology but embodied thinking. That approach puts accessibility in the centre of their design thinking, not as an afterthought. It’s always built into every decision, from the first research phase to final delivery.
They all know what it feels like to need a game to meet you where you are. And they know what it feels like to be the minority in the room. In 2024, women made up just 23% of the games workforce and fewer than 10% of studios are currently founded by women. Jasmine, Sam and Agnes didn't just build a studio. They built it while navigating an industry that statistically wasn't built for them.
That experience didn't make them bitter, it made them better.
Dead Nice is the world's only female-founded specialist game UI + UX co-development studio. This isn’t a boast. Just a reminder of how much space there still is to fill and how ready they are to fill it.
They're building this studio so the next generation of players and developers inherits something more inclusive, more considered and more human than what came before.
Because games make the world that bit better. They just do. More games means more people finding their safe space, their community, their people. So if Dead Nice can derisk the hard stuff, fill the gaps and show up as a specialist partner worth trusting then more games get made, then that's a world worth building.
Dead Nice isn’t just our name, it’s who we are. And we're just getting started.
Don’t just take our word for it!
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“As Creative Director of PUBG Studios, I’ve relied on Dead Nice for over two years, and they consistently deliver outstanding results. Agnes and the team excel at shaping mood, texture, and strong design for our UI efforts. They’re creative, responsive, and always on time, with a unique global perspective that sets their work apart. Dead Nice never fails to impress, and I highly recommend partnering with them on your next project.”
Dave Curd, Creative Director
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“While recently working with Dead Nice on top-secret projects, I was awestruck and delighted by the bold, creative nature of their work, tempered by their ability to make it work in terms of user experience.”
David Sinclair, Founder
