Origin
In 2020, EA set out to rebuild its digital platform from the ground up—bringing everything together under the Origin name. With cloud access, single sign-on, and a connected game library, the goal was to turn Origin into more than just a launcher: it would become a social hub for players across every device.
That transformation sparked the perfect moment to refresh the brand. Built around the idea of Points of Entry, the new identity positions Origin as the place where everything starts, comes together, and keeps evolving. The design system is playful, fluid, and deeply connected—flexing across games, platforms, and experiences to create a brand that truly feels like home for players.
Role: Creative Director
Agency Partner: Character
Brand Identity
Design System
Motion Design
Illustration
Product Creative
Z Lin
SF / CA
©2025