Website as Playground: How Roblox Studio Cinnamon Turned Scrolling Into Play

The Brink helped design a 3D web experience that reflects the studio’s playful approach to building Roblox worlds.

“Our games feel alive. Our website didn’t.”

That realization pushed Cinnamon, a fast-growing Roblox development studio creating immersive digital worlds for millions of players, to rethink their digital presence entirely. For a studio building energetic, story-driven experiences, the gap had become difficult to ignore. While their games were layered and interactive, their website felt static. It existed, appeared in search results, and provided the necessary information, but it never reflected the ambition behind the studio. “It was just kind of put up there,” Amy Davies from Cinnamon explained when reflecting on the previous platform.

The decision was simple: start again.

From the beginning, one element stood out: movement. “There was a specific focus on the 3D animated elements.”

The goal was to create depth and interaction, something that mirrored the immersive nature of their games and immediately signaled creativity. When the collaboration with The Brink began, the brief itself was intentionally open. Rather than recreating familiar website patterns, the idea was to explore what a platform for a game studio could become if interaction was treated as the starting point. “It genuinely felt as though there was an understanding of what we wanted, perhaps even more clearly than we had articulated ourselves.”

Initially, the focus was simply on introducing movement and interactive 3D elements. But as the concept evolved, the direction quickly expanded beyond animation layered onto a traditional layout. “It grew significantly and became far more refined than simply adding a few 3D components.” One of the defining ideas was the interactive machine on the homepage. Instead of presenting games in a conventional grid or video banner, the site invites visitors to explore them through a playful system that reflects the experimental spirit of the studio. It was not a direction Cinnamon had initially imagined, but once the concept was presented it immediately resonated. “We had not considered that direction ourselves, but it was absolutely the right approach.”

What mattered throughout the process was balance. The motion and interaction were never intended to overwhelm the experience. Instead, they support the story of the studio, guiding visitors through the platform while reflecting the playful nature of the games themselves. “It was not a case of throwing everything at the design and hoping it worked. It felt structured and thoughtfully executed.” For Cinnamon, the new platform also plays a role in how the studio presents itself to the outside world. Within the Roblox development space, many studio websites follow similar patterns. The goal here was to create something that felt closer to the level of craft and ambition behind the games themselves. “If we were going to invest in this website, it needed to be more than a place where people could learn about the company. It had to position us well beyond other studios.”

When the team saw the final result, the response internally was immediate. “The response internally was overwhelmingly positive. It exceeded expectations.” The impact has also been visible externally. Since launch, Cinnamon has seen more messages coming through the site: from players, potential hires, and people curious about the studio and its work. “We have received messages from individuals saying they were impressed by the website and asking about potential opportunities.”

Importantly, the launch was never seen as the end of the process. With new games in development and the studio continuing to grow, the platform was designed to evolve alongside the company. “It is certainly not a one-and-done project.” For a studio that builds immersive digital worlds, the transformation was ultimately about alignment. The platform now reflects the creativity, energy, and ambition behind the work itself.