A Change of Brand EA Sports FC with Nils Leonard
Jul 30, 2024
In this engaging discussion, Nils Leonard, Co-Founder of Uncommon Creative Studio, shares insights from his role in rebranding EA Sports’ beloved FIFA series as EA Sports FC. He highlights the challenges of distancing the brand from FIFA while respecting its 30-year legacy. Leonard discusses the innovative new logo, dynamic visuals, and how they ensured authenticity and excitement in their marketing approach. The conversation also touches on the collaborative creative process that led to a successful launch that connected with millions of players.
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Early Hurdles Spark Creative Push
- Nils Leonard experienced both excitement and trepidation working with EA Sports on the crucial rebrand project.
- Early work was critiqued as "a bit crap," which pushed the team to elevate their design significantly.
Smash Hit vs. Don't Mess Up Briefs
- Successful rebrands need to be memorable and not just "complete projects on time."
- EA Sports FC needed a "smash it" brief, aiming for a brand that fans would refer to and discuss.
Football's Roots Inspire Branding
- Football clubs often originate from stories of hardship and resilience, not just the sport.
- This rich cultural history informed the brand identity to reflect football's deeper social meaning beyond FIFA.
