EA FC PRO

Background

EA SPORTS FC™ is home to the biggest esports competitions, leagues and players across men and women’s football. With more than 19,000 fully licensed players, 700 teams, and 30 leagues, it is The World’s Game.

FC PRO is the professional league of EA SPORTS FC™, bringing together more than 50,000 of the world’s best players from all over the globe to compete against each other to earn places in the inaugural FC PRO World Championships to be crowned the greatest player of their generation and win the $1m prize fund.

Challenge

EA challenged us to create an exciting and distinct brand for FC PRO that would enable the professional competition to stand proudly on its own. We drafted a team together to create an immersive brand identity that builds on the EA FC brand and adds the flex the PRO brand needed. We unlocked the intensity and action of the game for players, crucially dialling the brand all the way up for the growing live fan base of the FC PRO game.

Brand Identity

Our creative process started with a deep dive into the world of live ESports events. The EA FC Pro tournaments enable open access to talent from around the world, through the Open Championship. The brand system we created is built on that idea of bringing players into the world. The players become the hero of the brand, proudly integrating with the graphic language.

The brand idea ‘Get Closer to Glory’ feeds off the hunger of the players to go all the way and play at the highest level. The design system takes inspiration from the shape of the game – the FC triangle – but expands taking fans deeper to be more connected, more immersed in the intensity of ‘the PROverse’. It creates an infinitely flexible, scalable motion graphic language which comes to life across the full system, from arenas to broadcast to merch.

Brand Expression

The inspiration for our design system comes from the idea of emerging from back stage into the epic EA FC tournament environments - bringing us closer. This triangular design system creates our PROverse - and the supporting logo is a distillation of this idea.

Our dynamic type is supported by a typographic system which derives from the EA FC core brand and is supported by a custom headline font, created in partnership with F37, which has been crafted at the exact angle of the FC triangle.

We developed a new FC PRO colour palette to create clear distinction across the 3 tournament brands, linking back to the FC core brand with tints and gradients to reflect the powerful level of play.

"The DesignStudio squad unlocked an incredible new brand for EA FC Pro - one that thrives in the arena, bringing our hero players and emerging talent Closer to Glory."

JOE PECCHIA, EA ESports