We partnered with Electronic Arts to lead a full rebrand, helping the company grow from a traditional gaming publisher into a dynamic entertainment powerhouse. The result is a clear, confident identity that reflects EA’s vision for the future—one that goes beyond gaming to influence culture on a broader level.
Role: Exec. Creative Director
Client: Electronic Arts
Agency: Instrument
Year: 2025
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.