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.

Inspired by our identity, we launched the new game with a two-day event in Amsterdam, each day tailored to a different audience: passionate FC fans and tech specialists/gamers.

The experience was multifaceted, delivering varied levels of meaning depending on the audience. The livestream garnered over 2 million views within 24 hours, showcasing the event's broad appeal.

The event itself resembled EA's unique take on a Clubhouse, blending technology and design for an immersive brand experience during the reveal. Highlights included a digital encounter with cover star Erling Haaland, offering insights into his skills and personality. The FC Clubhouse seamlessly merged physical and digital realms, mirroring the essence of the game.

Guests enjoyed interactive elements like a 5ft EA FC logo and a simulated tunnel walkway, complete with atmospheric sounds. Inside, gaming stations and a VIP area offered exclusive matchups, while a trophy installation added a grand finale.

To celebrate and unveil EA’s first product under the new EA SPORTS FC brand, we welcomed 500 of the world’s most important voices in football, gaming, and culture to showcase the new FC 24 game at the first-ever FC Clubhouse in

Amsterdam. All inspired by our triangular brand identity in this one of a kind marquee global event.

Day 1 invited fans, creators, gamers and celebrities to dive into the world of FC developed with their passions in mind; we created interactive screen experiences built using the latest retal-time game engine tech, allowing attendees to pit themselves against the digital in-game character of football star Earling Haaland. Meeting their footballing heroes and lifting some of the world's biggest trophies.

Day 2 saw the same event space filled for the developer showcase. We deep dived into the tech behind the product with a day of developer keynotes and exclusive trials.

Inspired by our identity, we then launched the new game itself with an event over 2 days in Amsterdam - the first focusing on passionate FC fans, and the second catering to tech specialists and gaming titles.

The event reflected EA's own tailored version of a Clubhouse, using technology and design to create a unique and engaging brand experience for the reveal. One of the FC Clubhouse’s main attractions included a face-to-face digital experience with EA 24's cover star Erling Haaland, where the guests were introduced to Haaland’s skills and personality.

The space blurred the lines between the physical and digital — as pitches meet pixels — in a variety of playful, remarkable and memorable ways. Guests arrived at the venue welcomed with a 5ft physical installation of EAFC’s new logo which was positioned above guests’ heads like the player control indicator — just as if they were in the

EVENT ONLY:

500k average viewers throughout.

2m+ total views on the livestream within 24 hours.

Haalands Instagram was the third most liked post that day.

OVERALL:

The new global brand identity was embraced across matches, clubs, fans, players and gamers. Labelled by the BBC as the biggest rebrand in entertainment history.

EA Sports FC outperformed expectations delivering 7% year-over-year net bookings growth as momentum continued through the FC brand transition.

According to the Financial Times, 6.8m people took part in EA Sports FC 24’s early access-period - 25% more than FIFA 23’s early access period had attracted. It’s their biggest early-access audience to date.

Since the launch the game has consistently featured in the most played titles on Xbox & PlayStation gathering 11.3m users within its first week of release.

EA Sports FC 24 had the brand’s strongest game launch ever - topping any of its previous launches with FIFA.