- Design System
- Visual Identity
- Campaign Toolkit
We were thrilled to partner with them to develop the identity system for this premier source for all things play.
The new EA Play identity is elemental, engaging, and fun. It’s also designed to help Electronic Arts stake out clear territory as the destination for streaming subscription gaming, as the company continues to evolve from publisher to product brand. Breaking new ground is never easy and we worked closely with the team at Electronic Arts for months over iterative sprints to develop a robust, yet nimble system that could flex from digital to IRL demands.
For a brand like Electronic Arts, with offices and studios around the world, we needed to create a precise and thoughtful toolkit that could be utilized by a vast array of partners with a variety of needs. It needed more than just type and color; it had to have a big idea that is clear and easy to follow. We built a system around shining a light on our great games. Our heritage shapes are used as spotlights to create focus. A light leak behavior unifies our breadth of offerings. Reverberating type behaviors highlight and amplify the energy of our games. These are grounded in a series of dynamic grid templates built to encourage our fans take a closer look.
Electronic Arts announced the Play subscription service at EA Play Live 2020. Working in collaboration with their internal UX/UI team, we applied the identity system to a custom Play microsite.