Electronic ArtsOverview:Gaming was changing shape, and EA was changing with it. What had once been understood as a games publisher was becoming something wider: a modern entertainment brand with the ability to move across play, fandom, technology, and culture.

The task was to help EA step into that future without losing the weight of its past. We partnered with Electronic Arts on a full rebrand, building an identity that felt clear, confident, and ready for a broader stage. One that could carry the legacy of the brand, while opening it up to a world beyond gaming.


Role: 
Exec. Creative Director
Client: 
Electronic Arts
 Year: 2025

Agency:
Instrument




As EA’s approach to entertainment expanded, so did the brand. We explored new dimensions within its iconic shapes to honor the past while propelling it forward.
The Electronic Arts Display typeface evolved into a dynamic system, with custom Serif, Mono, and Text styles that brought range and nuance to the brand’s voice.

The new color palette kept heritage blue at its core but built an eclectic world around it—capturing the diversity of play EA now represents.









Much like gaming itself, the EA brand needed to feel alive—always in motion, even when standing still. We built a visual language charged with energy and intent, where every element—typography, layout, and color—feels dynamic, responsive, and ready to move. Motion wasn’t just an add-on; it was a mindset that expressed momentum, possibility, and the ever-evolving nature of play. A comprehensive motion toolkit ensured that this energy could scale seamlessly, from the stage to the deck template.











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