EA SPORTS_FIFA REBRAND MOTION SYSTEM EXPLORATION
Extending the brand identity into the exploration of a motion system that expresses the brand in a dynamic and energetic way.
Born from gameplay, the motion assets add finesse and power to communications and our environments both in and of the game in a playful manner that's in-line with the brand ethos of celebrating the personal dynamic of fandom,
Motion theory inspired by the game. Deconstructing the in-game attack/defense commands to create a unique behaviours that inform the brand in motion. It is a motion theory that has its roots firmly in the game to create a playful and bold motion system.
Logo motion exploration informed by basic attack and defense states
Lower third exploration combining the attack motion states 'Breakaway' and 'Through pass'
A wipe device exploration combining the defensive motion states 'Slide tackle' and 'Shoulder barge'
A side panel device exploration combining the defensive motion states 'Slide tackle' and 'Shoulder barge'.
GRAPHIC LANGUAGE EXPLORATION - A cropped logo o highlight attacking and defensive replays
A pitch framing Device - A Canvas that houses all things football to frame in-game action replay
Triangle Pattern - A dot matrix which provides a platform for experimentation. Various degrees pulsating patterns are used reflecting different aspects of the match.
Grid - A leading factor behind the logo design is used here in accelerated and calmer movements to highlight attacking and defensive plays.
