Challenges
EA SPORTS FC 24 represented one of the biggest brand transitions in EA SPORTS history. After decades under the FIFA name, the franchise needed to reassure players that the new EA SPORTS FC identity would still deliver the scale, authenticity, and connection to real-world football that players expected. The web experience had an important role to play in that transition. It needed to support the launch campaign, build anticipation, communicate the breadth of players, clubs, leagues, stadiums, and competitions, and help fans understand that the franchise was not losing its connection to the sport. At the same time, we needed to improve the Player Stats experience. The existing approach needed to become more scalable, easier to update, and better suited to how players research, compare, and plan their Ultimate Team ahead of launch.
My role
As Senior Manager of Product Design, I led the web product design work across two major deliverables: the EA SPORTS FC launch experience and the rebuilt Player Stats platform. I managed our agency partner JAM3 alongside my internal design team, working closely with marketing, brand, product, and web teams to ensure the experience met campaign needs while remaining useful and intuitive for players. My role was to connect the creative ambition of the rebrand with practical product design decisions, delivery constraints, and long-term scalability. The work required fast decision-making, clear team direction, and close collaboration across multiple groups. In a two-month sprint, we needed to deliver a compelling pre-launch experience while also rebuilding a product system that could continue to support future EA SPORTS FC releases.
Approach
I focused the work around three connected priorities.
1. Reassuring players through the rebrand
The transition from FIFA to EA SPORTS FC created a clear communication challenge. We needed to show players that the franchise was not stepping away from football authenticity, but expanding its connection to the sport. The web experience focused on the scale of the game, including players, clubs, stadiums, leagues, competitions, and the wider inclusion of women’s football.
2. Creating an interactive pre-launch experience
Working with JAM3, marketing, brand, and internal design teams, we created a full EA SPORTS FC website takeover. The experience supported countdown moments, feature announcements, player reveals, and interactive browsing across the Ultimate Edition roster and headline stars. The goal was to turn the rebrand into a live, evolving campaign moment rather than a static announcement page.
3. Rebuilding Player Stats for scale
Alongside the campaign experience, we redesigned the Player Stats browser from the ground up. The new system allowed players to explore ratings, stats, PlayStyles, and player information in a more useful way, while giving internal teams a scalable and more automated foundation for future updates. The Player Stats system became more than a one-off FC24 launch feature. By moving it into a more adaptable design system and CMS model, it created foundations that could continue into future EA SPORTS FC releases and expand into other EA SPORTS franchises.
Impact
The work delivered two major outputs during a short and intense launch window: a full EA SPORTS FC website takeover for the rebrand campaign and a rebuilt Player Stats browser designed for scale. The launch experience helped communicate the new EA SPORTS FC identity, support live campaign moments, and reassure players that the game would continue to represent the breadth and authenticity of world football. The Player Stats browser gave players a clearer way to explore ratings, skills, and player information ahead of release, while giving internal teams a more flexible foundation for future updates. The Player Stats system continued beyond FC24 and remained part of the EA SPORTS FC web experience for later releases. Its adaptable design system and CMS approach also helped influence similar player-stat experiences across other EA SPORTS franchises.
Final thoughts
This project was short, intense, and highly collaborative, but it became one of the clearest examples of how product design can support a major brand transition.
The work had to move quickly, but it also needed to create confidence: for players, for marketing, for brand teams, and for the internal groups responsible for delivering the experience. It was also a meaningful project because it deepened my partnership with EA SPORTS and gave me the opportunity to help support “The World’s Game” during one of the biggest transitions in the franchise’s history.
Next projects.
(2016-25©)
3. Rebuilding Player Stats for scale
Alongside the campaign experience, we redesigned the Player Stats browser from the ground up. The new system allowed players to explore ratings, stats, PlayStyles, and player information in a more useful way, while giving internal teams a scalable and more automated foundation for future updates. The Player Stats system became more than a one-off FC24 launch feature. By moving it into a more adaptable design system and CMS model, it created foundations that could continue into future EA SPORTS FC releases and expand into other EA SPORTS franchises.