We developed a modular branding system for EA, designed to unify and re-express the breadth of its AAA IP through a flexible, segment-based logo architecture across both static and motion-led applications. By segmenting the core identity into customisable components, the system adapts to reflect the tone and character of each franchise while maintaining a cohesive visual language across the entire EA entertainment ecosystem.

Extending beyond static design, we defined a motion-driven identity where behaviour, transitions and rhythm become intrinsic to the brand, allowing it to live fluidly across gameplay, packaging, in-house content and global campaigns.

This is further enhanced through bespoke brand mnemonics and sound design, creating a cohesive audio-visual identity that strengthens recognition, emotion and recall across every entertainment touchpoint.