Cinnamon builds games for Roblox, worlds driven by interaction, action and discovery. Their previous website did not reflect that energy with its simple one page presence that mainly served as proof that the company existed. The ambition for the new platform was different. Instead of a static portfolio, the site would become an experience that reflects how Cinnamon creates games. At the center of the concept sits a playable 3D claw machine. Visitors can interact with it, grab objects and reveal the studio’s games. Discovery becomes a small game in itself and immediately communicates the playful culture of the studio.