EA Brand Refresh
The way people experience games is changing. It’s no longer just about playing—it’s about watching, creating, connecting, and being part of something bigger. Electronic Arts (EA) is growing with that shift, moving beyond its roots as a game publisher to become an interactive entertainment brand.
This shift called for more than a visual refresh—it required a brand system that moves with the times. The new identity is built for flexibility and expression. The iconic DNA shapes evolve into portals, colors pulse with feeling, and every element—typography, motion, layout—adapts fluidly to context. It’s a living system made to grow alongside EA’s expanding world.
Role: Head of Brand Experience Design
Agency Partner: Instrument
Brand Strategy
Brand Identity
Brand Architecture
Brand System
Motion Design
Z Lin
SF / CA
©2025