EA Sports
FC Rebrand

Project

The shift from FIFA to EA Sports FC had to be more than a change of symbol, it needed to be a symbol of change.

And our launch window was the perfect opportunity to share with the world what we stand for, how we look and feel, and the tone of our new voice. We did so with a few tactical beats. Kicked off with a brand film that helped expand on the origins and meaning of our new identity, but also to help establish our brand values.
For fans, by fans. 

Context

Launch week was kicked off with our first ever FC Clubhouse event in Amsterdam.

Given the important influence taken from the triangle in the new logo design of EA SPORTS FC, Amsterdam presented itself as the perfect location to celebrate its new brand identity, — the city is touted as the origin of Total Football — a tactic using triangle formations, first thought up in the 1970’s by the Dutch club Ajax.

ACT TWO