EA Sports FC

Agency: Uncommon Creative Studio
Client: EA Sports FC

EA Sports announced that their biggest franchise - FIFA would be breaking up with its namesake. The world’s largest sports game would be renaming itself EA Sports FC. We were tasked with building the new brand.

Few brands get noticed. Even fewer make their way into language. FIFA, though, had become a noun. “Do you wanna play FIFA?” was a catchphrase of millions of football fans from Tokyo to Toronto, Sydney to Singapore, London to Los Angeles. To secure the future of the world’s biggest sports game franchise, we’d need to do more than design an identity - we’d need to claim the brand a place in fan culture. FC would become EA SPORTS platform to create, innovate and grow new football experiences, connecting hundreds of millions of fans through console, mobile, online and esports products.