In the realm of sports video games, few relationships were as iconic or enduring as the partnership between Electronic Arts and FIFA. For nearly three decades, the FIFA video game series stood as the gold standard in football gaming. Each annual release brought with it a rush of anticipation, new features, updated player rosters, and the unmistakable stamp of authenticity that came with the FIFA name. So when EA confirmed that it would not be renewing its licensing agreement with FIFA, the industry braced for a major shake-up.
The split did not occur overnight. It came after prolonged negotiations over licensing fees, brand control, and creative freedom. FIFA reportedly demanded over $1 billion for a ten-year extension of naming rights, a figure that EA found difficult to justify given its growing ambitions and technological self-sufficiency. At the heart of the decision was a philosophical divergence. FIFA wanted to maintain rigid oversight and maximize financial returns, while EA sought more autonomy to expand its digital football ecosystem beyond the constraints of an external governing body.
Rather than buckle under pressure, EA decided to chart its course. The result was the creation of EA Sports FC, a new brand intended to carry forward everything the FIFA franchise had built while allowing room for evolution. This pivot represented not just a commercial move but a cultural milestone in the world of interactive sports entertainment. The responsibility of translating this vision into a cohesive brand fell to Uncommon Creative Studio.
The Role of Uncommon in Shaping a New Identity
Selecting Uncommon as the creative force behind EA Sports FC was not a random choice. The London-based studio had already carved out a reputation for bringing emotional depth and conceptual clarity to large-scale branding projects. With a background rooted in storytelling and design thinking, Uncommon was uniquely equipped to handle a transition of this magnitude.
From the outset, Uncommon approached the EA Sports FC project not as a rebrand, but as the birth of something entirely new. The task was to convey continuity with the legacy of FIFA games while asserting a fresh identity that could stand independently. To do this effectively, Uncommon focused on capturing the essence of football itself, not just as a game, but as a global culture.
Central to this effort was the development of a new logo, typography, and visual language. The design was meant to feel familiar to longtime fans yet different enough to signify a turning point. Every element, from the logo’s shape to the motion graphics in teaser trailers, was crafted to emphasize dynamism, connection, and universality. This branding needed to appeal to casual players, eSports competitors, and football purists alike, all without the crutch of the FIFA name.
From Triangles to Touchlines: The New Visual Language
One of the most striking aspects of the EA Sports FC identity is its use of the triangle as a core visual motif. This shape is not an arbitrary design choice. Triangles are deeply embedded in the tactical fabric of football. Coaches use triangular formations to create passing lanes, manipulate space, and build attacks. In video games, the triangle also represents player switching and on-screen cues, subtly linking the new brand to actual gameplay mechanics.
Uncommon leveraged this symbol as a unifying element across all brand assets. The triangle appears in the logo, in motion graphics, and even in stadium visuals used in promotional content. It serves as a versatile tool that can adapt to various formats, whether static images, animations, or interactive media. This consistency helps build recognition while also embedding deeper meaning into the design language.
Color also plays a significant role in the new identity. The chosen palette includes bold tones intended to evoke passion and energy without veering into cliché. Unlike the often clinical blues and greens associated with tech branding, EA Sports FC opts for hues that are rooted in fan culture—colors seen on scarves, flags, and face paint. This approach bridges the digital experience of gaming with the emotional reality of matchday.
Typography, too, was carefully considered. The new typeface combines geometric precision with a sense of motion. It’s readable and modern, yet distinctive enough to avoid blending in with other sports franchises. The font's angular nature ties back to the triangle theme, reinforcing visual cohesion across all touchpoints.
Bridging Legacy and Innovation
Transitioning from FIFA to EA Sports FC posed a unique branding challenge: how to retain the emotional equity of the old name while convincing fans that the future holds something even better. The FIFA brand was more than a logo on a box—it stood for realism, official licenses, and a connection to the real-world sport. EA had to reassure players that these qualities would not only persist but improve under the new identity.
Uncommon tackled this by emphasizing continuity in the game’s key components. Promotional materials highlighted ongoing partnerships with major leagues such as the Premier League, La Liga, Serie A, and the Bundesliga. These associations helped anchor EA Sports FC in the real world of football, lending it instant credibility even without the FIFA badge.
In parallel, the brand campaign introduced a narrative arc focused on progress. Instead of mourning the end of an era, the messaging framed the change as an opportunity to redefine what football gaming could be. By focusing on innovation, creativity, and community engagement, EA and Uncommon positioned the brand not as a replacement but as a successor with its ambitions.
The storytelling extended beyond visuals. Taglines, voiceovers, and campaign scripts all conveyed a sense of collective ownership. Phrases like “Join the Club” and “This is Our Game” invited players to see themselves as active participants in shaping the future of EA Sports FC. The idea was to foster a sense of belonging that transcended any single title or logo.
A Global Perspective for a Global Game
Football is more than a sport—it is a global language spoken in alleys, stadiums, and living rooms from Buenos Aires to Bangkok. EA Sports FC needed to reflect this universality. Uncommon approached the campaign with a global mindset, ensuring that the brand resonated across cultures and regions without losing its central identity.
One way they achieved this was through diverse representation in advertising and content. From grassroots players in urban neighborhoods to elite professionals in international stadiums, the campaign visuals featured a wide array of faces, backgrounds, and stories. This inclusivity helped broaden the appeal of EA Sports FC while reinforcing the idea that the game belongs to everyone.
Another strategic decision was the use of localized activations. In select markets, the brand launch was accompanied by physical events, regional ambassadors, and tailored content that spoke directly to local football traditions. These efforts helped ground the digital experience in real-world fandom, further strengthening the emotional bond between the brand and its audience.
Early Reception and Market Response
Any brand transition of this scale comes with risk, and EA was fully aware that some fans might resist the change. The early months following the EA Sports FC announcement were filled with speculation, memes, and polarized opinions. Some questioned whether the absence of FIFA would lead to watered-down content, while others viewed it as a breath of fresh air.
Initial feedback on the branding itself was largely positive. Fans appreciated the clarity and energy of the new visual system, and many embraced the triangle symbol as a smart nod to football tactics. Industry observers praised Uncommon for balancing reverence with reinvention, noting that the brand felt grounded yet forward-looking.
Pre-orders and beta engagement metrics indicated strong interest, suggesting that the community remained loyal despite the name change. Influencers and content creators also played a pivotal role in spreading positive sentiment. Their early access previews, unboxings, and tutorials helped demystify the new brand for skeptical players and added momentum to the launch.
The Long Game: What Comes Next for EA Sports FC
EA’s move away from FIFA was not just a rebrand—it was a strategic reset with long-term implications. Freed from the constraints of an external license, EA now has the latitude to innovate in ways previously off-limits. This could include deeper integration of eSports, new game modes, story-driven content, and even collaborations with cultural brands outside the realm of football.
Uncommon’s role in this journey is far from over. The studio has built a flexible brand system capable of evolving alongside the game itself. Whether it’s seasonal updates, new partnerships, or expansions into mobile and VR, the EA Sports FC identity is designed to scale. Its adaptability will be a key asset as the gaming industry continues to blur the lines between competition, entertainment, and social connection.
More importantly, the success of EA Sports FC will depend on how well it cultivates the community. The triangle motif, the inclusive messaging, and the bold visuals are just the beginning. To truly define the next era of football gaming, EA and Uncommon must continue to listen, adapt, and inspire.
In the next part of this series, we’ll explore the storytelling mechanics that drove the EA Sports FC campaign and how Uncommon used narrative to build emotional resonance with players around the world.
Storytelling in Sport: The Core of the EA Sports FC Campaign
As EA Sports FC emerged to replace one of the most iconic titles in gaming history, branding alone was not enough to carry the transition. Uncommon Creative Studio recognized early on that the true power of the new identity would be revealed through story. This was not a conventional advertising campaign with a clear beginning and end. Instead, it was a narrative rollout designed to bring fans on a journey, inviting them to feel like stakeholders in a game they already knew and loved.
The approach leaned heavily on football’s emotional core. Rather than simply showcase features or graphic improvements, the campaign focused on what football means to people. Joy, heartbreak, rivalry, pride, unity—these were the emotions Uncommon aimed to evoke. They studied fan rituals, on-pitch dynamics, and cultural touchpoints, weaving them into a messaging framework that would resonate universally.
In replacing FIFA with EA Sports FC, the campaign needed to assert not just that this was the same game under a new name, but that it was something more meaningful. To do that, storytelling had to go beyond commercial goals. It needed to create myth, nostalgia, aspiration, and energy. That became the foundation for every visual and every line of copy that followed.
Creating Continuity with Character
To achieve familiarity in unfamiliar branding, Uncommon carefully balanced new narrative elements with recognizable traits from the past. They preserved much of the energy associated with the FIFA games—quick cuts, celebratory moments, street football vibes, and intense matchday scenes. But layered beneath this surface was a subtle shift in tone.
Where FIFA trailers often focused on licensed content and realism, EA Sports FC’s storytelling leaned into personality and community. One key difference was the increased visibility of fans in campaign material. Uncommon didn’t just show players—whether professionals or virtual avatars—but entire ecosystems of support. Flags in the crowd, chants from the stands, and local matches in parks and cages were given as much screen time as stadium goals.
The storytelling framework framed EA Sports FC as more than just the next installment in a successful franchise. It was an ecosystem, a movement, even a rebellion against static tradition. The tone was inclusive yet defiant, ambitious yet grounded. Through this lens, EA was not just continuing a legacy; it was building a new world for football gaming to thrive.
“Join the Club”: A Narrative Anchor
The central tagline of the EA Sports FC campaign, “Join the Club,” served as a mission statement and a narrative invitation. It was a deliberate pivot from the old FIFA messaging, which often leaned into elite status and officialdom. In contrast, “Join the Club” spoke to grassroots access and a shared sense of ownership.
This line appeared in nearly every touchpoint of the brand rollout, from teaser trailers and social media to product packaging and launch events. It was not only a call to action but also a reflection of how EA viewed its player base—not just as customers, but as participants in an evolving world.
Uncommon built an entire content strategy around this single line. It became a thematic thread that tied together diverse stories. Whether showcasing a child playing in an alley in Morocco, a teenage girl lacing up boots in Rio, or a pro player warming up in Manchester, the message was the same: football belongs to everyone, and EA Sports FC is the platform to celebrate that universality.
This inclusive framework helped soften the blow of the brand transition. Fans who might have felt alienated by the loss of the FIFA name instead found themselves welcomed into something new and participatory. It wasn’t just a slogan—it was a narrative foundation that would guide the brand into its first release and beyond.
Video as a Vehicle for Emotion
Video content played a critical role in conveying the new identity’s emotional tone. While EA had long relied on cinematic trailers to generate hype, this campaign took things further by incorporating documentary-style elements, voiceovers rooted in personal experience, and immersive location shoots that captured the culture of football around the world.
One standout launch film opened with scenes of various footballers—amateurs, professionals, and young street players—engaging in spontaneous matches across different environments. These moments were intercut with visuals of fans singing, designing kits, and customizing avatars. The editing rhythm created a pulse that matched football’s natural pace, while the voiceover offered reflections on what it means to be part of the game.
What distinguished this video content from earlier FIFA releases was its focus on connection rather than dominance. Instead of glorifying winning or emphasizing high-budget licenses, it celebrated the feeling of playing, of belonging, and of living the game every day. Uncommon made sure these stories were rooted in genuine human moments, which helped build emotional bridges across demographics.
Such content did not rely on celebrity cameos alone, though famous players like Erling Haaland and Sam Kerr appeared in later promotional cycles. These appearances were integrated into the wider narrative rather than used as superficial endorsements. In EA Sports FC’s world, even stars are part of the club, not above it.
Authenticity as a Strategic Priority
To successfully build an emotional narrative around EA Sports FC, Uncommon had to ensure authenticity at every level of execution. In today’s media environment, audiences are quick to detect and reject insincerity, particularly in global cultural spaces like football. That meant relying on real people, real environments, and unpolished moments.
This authenticity extended beyond casting and location. Scripts were kept loose, allowing space for improvisation. Visuals included imperfections—mud on boots, flares in the stands, moments of missed shots. These decisions conveyed truth, contrasting with the often hyper-slick aesthetic of other sports franchises. The imperfection made the content more relatable and human.
Uncommon also worked closely with community leaders and cultural consultants in different regions to ensure that representation was not just diverse, but appropriate and accurate. Whether depicting a five-a-side match in Lagos or a kickabout in Tokyo, every scene was built from real knowledge of how football is played and experienced locally.
This commitment to authenticity helped differentiate EA Sports FC from both its predecessor and its competitors. It established a tone of mutual respect between brand and audience—a crucial factor in any successful rebrand, particularly one that invites participation as a core value.
The Soundtrack of the New Era
Music has always played a role in EA Sports football games, with curated soundtracks often generating as much excitement as the gameplay itself. For the EA Sports FC transition, Uncommon recognized that audio branding would be another key pillar of emotional storytelling.
The creative team worked with sound designers and global artists to build a sonic identity that matched the new visual world. This wasn’t just about selecting songs for menus—it involved scoring trailers, designing UI audio, and even creating branded stingers that could live across broadcast and digital formats.
Unlike FIFA’s historical bias toward electronic and club music, EA Sports FC’s soundtrack featured a broader mix of genres, including regional artists from South America, Africa, and Asia. This decision reinforced the campaign’s global perspective and helped expand its emotional reach. The sounds of street drumming, chanting fans, and local rhythms lent an atmospheric quality to the content, placing viewers directly into the world being built.
The audio branding did more than entertain—it created a sensory memory. It made the identity of EA Sports FC tangible in a way that transcended visuals. Sound, after all, triggers emotion quickly and deeply, making it a perfect tool for a campaign rooted in passion.
Social Media as the Front Line of Storytelling
In a brand transition as visible and sensitive as this one, social media was the first battleground. Fans, journalists, influencers, and skeptics took to platforms like Twitter, Instagram, and TikTok to voice their reactions the moment the new name dropped. Uncommon anticipated this and treated social content not as a reactive tool but as a central storytelling device.
Micro-narratives were crafted for different platforms. On Instagram, Uncommon used cinematic reels to highlight fan culture and behind-the-scenes development footage. Twitter became a space for direct interaction, myth-busting, and quick campaign wins. TikTok leaned into user-generated content and shared excitement from creators who received early access.
Hashtags like #JoinTheClub and #EASportsFC weren’t just marketing tropes—they were extensions of the campaign’s emotional premise. Fans used them to share personalized moments, such as scoring with custom teams or watching the launch trailer with friends. This turned the campaign into a dialogue rather than a monologue, increasing its credibility and resonance.
Social media also enabled Uncommon to adjust its narrative in real time. As feedback came in, content was tweaked, moments were celebrated, and concerns were addressed. This agile storytelling kept the campaign from feeling overly controlled or corporate, which was key to maintaining the trust of long-time players.
Setting the Stage for a New Digital Ecosystem
Part of what made the EA Sports FC launch so ambitious was that it wasn’t just about one game. It was about building a digital football platform that would evolve over the years. That vision influenced the narrative framework Uncommon constructed.
Every story told, every symbol used, and every tagline written was meant to scale. As EA expands into new game modes, metaverse-style experiences, or community-driven content, the same emotional scaffolding can support those moves. That foresight sets EA Sports FC apart from many other gaming rebrands, which often prioritize short-term impact over long-term coherence.
By using storytelling to embed values—access, creativity, belonging—into the brand itself, Uncommon gave EA a flexible identity capable of growing without fragmenting. The result is not just a brand refresh, but a foundational myth for the next chapter in football gaming.
In Part 3, we will examine how EA Sports FC integrates branding into gameplay mechanics and user experience, continuing the story from the menus to the matches themselves. Let me know when you’re ready to continue.
Designing the Experience: Where Branding Meets Gameplay
With the creative narrative and campaign groundwork in place, Uncommon’s challenge expanded into a more immersive space, ensuring the EA Sports FC brand came alive within the game itself. This is where aesthetics meets interface and storytelling meets interaction. For longtime FIFA players, the moment they opened EA Sports FC would be the real test. Everything from the menu screens to in-game commentary would either reinforce the new identity or risk disconnectUncommonlyon understood that a brand cannot thrive on external storytelling alone. It must extend into the product experience itself, particularly in a digital ecosystem like EA Sports FC, where users spend hundreds of hours exploring different modes. Therefore, the design philosophy had to integrate branding into gameplay without feeling intrusive. This meant creating a visual language that was fluid, familiar, and emotionally consistent with the launch campaign.
Working closely with EA’s in-house design and development teams, Uncommon contributed to evolving the UI framework, the visual direction of transitions, and the general ambiance of the menus. The objective was to signal innovation while maintaining continuity. The interface was updated with sleeker navigation, dynamic backgrounds, and team-based color schemes that subtly reflected the campaign’s core themes of inclusion and community.
Identity in Motion: Animating the EA Sports FC World
One of the most noticeable changes was the motion design that animated the game’s brand identity. No longer just a static logo, the EA Sports FC symbol was designed to live and move. When a user boots up the game or wins a trophy, the brand symbol appears in dynamic sequences—spinning, unfolding, or morphing depending on the context. These animations were crafted to reflect the energy of football: unpredictable, quick, expressive.
In gameplay transitions, cutscenes, and reward moments, the animations reinforced brand presence without overwhelming the experience. The pacing and style aligned with Uncommon’s campaign visuals, ensuring a seamless emotional flow between promotional content and the actual game. Whether a player was unlocking Ultimate Team rewards or celebrating a goal in Career Mode, the visual flourishes remained consistent with the larger identity.
The design team leaned on layered motion graphics, gradient fades, and angular shapes that echoed the triangular motif of the logo. These were not superficial additions. They served to tie the in-game experience into the broader narrative arc, allowing EA Sports FC to feel like a fully considered world rather than just a renamed product.
Connecting Community Through Ultimate Team
Ultimate Team, as the most-played mode in the franchise, presented one of the most important touchpoints for embedding brand values. Here, players build and manage squads composed of real-world stars, create custom kits, and compete globally. It is a high-engagement space where identity is not only seen but performed.
Uncommon helped position Ultimate Team as a showcase for EA Sports FC’s philosophy of accessibility and personalization. While the gameplay mechanics remained similar to the FIFA era, the way they were presented evolved significantly. Customization options were elevated to new prominence, encouraging players to express their personality through stadium details, kits, and crests. This shift helped align the game experience with the brand's theme of inviting everyone to "Join the Club."
Social features in Ultimate Team also gained more focus. Shared moments, community objectives, and celebratory content became more integral to the user flow. These changes not only extended session times but also increased emotional investment. Players weren’t just managing digital cards—they were building legacy, community, and recognition, all under the new brand umbrella.
From Commentary to Camera Angles: Narrative Integration
One of the most subtle yet powerful ways branding was embedded into gameplay was through the broadcast experience. Commentary scripts were updated not only to reflect the new naming conventions but also to support the emotional tone of the campaign. Phrases that emphasized unity, creativity, and global participation began to appear during match narration.
Even the camera angles were reconsidered. New broadcast-style views mimicked the feeling of watching international tournaments or local derbies, emphasizing immersion and cultural nuance. These tweaks to the presentation weren’t just visual enhancements—they were part of a holistic effort to make the EA Sports FC experience feel distinct yet familiar.
Celebrations, overlays, and highlight reels were infused with the same branding elements introduced in trailers and social content. The movement, typography, and even lighting schemes aligned with campaign visuals, creating a full-circle moment for users who had followed the brand journey from reveal to gameplay.
Career Mode: A New Chapter in Player Storytelling
Another major area of focus for the brand integration was Career Mode, where users guide a player or manager through a footballing journey. This mode offered significant narrative opportunities, as it mirrors the structure of a personal story. Uncommon saw this as a chance to deepen emotional engagement with the brand.
New narrative events were added to mirror the real-world drama of a football career—rivalries, fan reactions, and off-pitch headlines. These elements created a more immersive and emotionally nuanced environment. The idea was to frame Career Mode as not just a simulation, but a lived experience of the EA Sports FC ethos.
Visual storytelling played a critical role here. Player progression graphics, training modules, and milestone celebrations carried the same look and feel as the wider campaign. These weren’t just brand colors—they were cues in a larger emotional journey. Each season completed, each trophy lifted carried with it a reminder of the new identity, reinforcing the player’s role within the larger club of EA Sports FC.
Inclusive Design and Global Representation
An essential part of the rebrand was expanding representation within the game. EA Sports FC made a noticeable effort to include more women’s leagues, regional kits, and non-traditional stadiums. This was more than a licensing decision—it was an intentional move to reflect the campaign’s emphasis on inclusivity and global community.
Uncommon supported this initiative through art direction and narrative framing. Marketing assets and gameplay tutorials highlighted diverse players from around the world, breaking the mold of the traditional European-centric lens. New character models, broadcast packages, and team overviews were designed to elevate leagues and regions that previously received limited focus.
This inclusivity extended to game accessibility as well. The design teams worked together to improve visual contrast, streamline onboarding, and refine control schemes to support a wider range of play styles and physical abilities. These decisions supported the brand's promise of openness and participation, grounding it in action rather than just aesthetics.
Visual Customization as Personal Branding
One of the biggest shifts players noticed in EA Sports FC was the expansion of visual customization features. In line with the campaign's community-driven message, Uncommon encouraged EA to turn personalization into a core experience. Players could now do more than tweak jerseys—they could create entire stadium atmospheres that reflected their identity.
From smoke colors and goal celebrations to pitch-side graphics and club anthems, the range of custom elements allowed users to tell their own story within the EA Sports FC world. These options were presented through a reimagined interface that used campaign-aligned design systems: clean grids, angular transitions, and responsive menus.
This level of personalization helped fulfill the core message of "Join the Club" by giving each player their corner within it. No two matches looked quite the same. Every detail became a form of expression, making each user a brand ambassador in their own right. It was a subtle but effective way to deepen emotional engagement with the rebrand.
Future-Proofing the In-Game Identity
One of Uncommon’s strategic goals was to ensure the EA Sports FC identity would age well and adapt as the franchise grows. To that end, the in-game branding was built to scale. The UI, design language, and narrative tone were all modular, meaning new game modes, seasonal updates, and digital content drops could be introduced without disrupting the brand continuity.
This future-proofing was visible in the live service features. Dynamic menus now highlight global trends, challenges, and events as they happen. The branding is elastic enough to support everything from traditional 11v11 simulations to potential future collaborations with emerging football platforms or virtual leagues.
By anchoring the brand in emotion, community, and experience rather than static visuals or slogans, Uncommon gave EA the flexibility to evolve the franchise naturally. It was not just about launching a game—it was about launching a living world.
Player Reactions and Ongoing Evolution
Post-launch feedback highlighted how important the in-game branding integration was. While the absence of the FIFA name initially caused skepticism, players quickly recognized the depth and ambition of the new approach. Reviews praised not only the visual polish but also the emotional consistency of the experience.
Many fans noted how natural the new brand felt within gameplay after just a few hours. That seamless adoption was a direct result of Uncommon’s integration strategy. By aligning visual, narrative, and interactive design, they ensured that EA Sports FC didn’t just replace FIFA—it built something new and resonant.
In Part 4, we’ll explore the long-term implications of the EA Sports FC rebrand and how Uncommon is helping EA sustain and grow the identity beyond launch, across future seasons, merchandise, partnerships, and new digital experiences. Let me know when you’re ready to proceed.
Sustaining Momentum Beyond Launch
With the initial buzz of the EA Sports FC rebrand firmly established, Uncommon’s next challenge was to ensure that the brand did not fade into the background once players were immersed in gameplay. A successful rebrand must remain relevant long after the first wave of trailers, social media teasers, and press coverage. It must grow with the product and its audience.
This meant constructing a long-term brand ecosystem, not just a campaign. While the “Join the Club” concept anchored the launch phase, Uncommon worked with EA to establish frameworks for sustained storytelling. The goal was to turn EA Sports FC into a living, breathing identity—one that would evolve with every seasonal update, tournament, or global event.
This required ongoing collaboration with internal EA teams managing live services, content drops, and user engagement platforms. Rather than disappearing after launch, Uncommon became a long-term strategic partner, helping shape how EA Sports FC would speak, look, and feel across all future touchpoints.
Seasonal Identity: Adapting Without Losing Core Values
Modern sports titles like EA Sports FC function more like live platforms than static products. This structure provided an opportunity for the branding to evolve with the seasons. Uncommon designed a modular identity system that could adapt visually and emotionally depending on the time of year, featured content, or player-driven trends.
Each seasonal drop, from new player cards in Ultimate Team to revamped tournament format, was accompanied by fresh creative elements. These included redesigned landing screens, updated promo materials, and short video content that maintained the core visual grammar while introducing new colorways, typography shifts, and tone variations.
For example, during winter tournaments, the branding might lean into cooler palettes and introspective messages about teamwork and resilience. During summer updates, the tone could shift toward vibrancy and spectacle. These seasonal pivots kept the brand fresh without confusing the audience or diluting the identity.
Uncommon’s flexible visual system enabled EA Sports FC to function more like a media property than a traditional game, with an identity that could respond in real-time to the rhythms of global football.
Merchandise and Lifestyle Expansion
A major component of Uncommon’s long-term vision for EA Sports FC involved extending the brand beyond screens. This included the development of official merchandise, apparel collaborations, and real-world activations that reinforced the brand’s cultural relevance. The goal was to move EA Sports FC into the lifestyle territory previously occupied by FIFA branding.
Rather than limiting merchandise to traditional gaming gear like mouse pads and t-shirts, Uncommon took cues from streetwear and football culture. Limited-edition kits, fashion-forward hoodies, and collaborative drops with emerging designers allowed fans to represent their love for the game with pride. These products embraced the visual style of the game’s campaign—angular designs, dynamic shapes, and urban color palettes—creating continuity across platforms.
Retail partnerships and pop-up installations in football-rich cities like London, São Paulo, and Tokyo helped bring the digital experience into physical spaces. These activations were more than marketing gimmicks. They allowed players to engage with the brand in new ways and created viral moments that fueled continued interest.
By building a lifestyle brand, EA Sports FC positioned itself as more than just a game—it became part of how players expressed their identity in the real world.
Partner Clubs and Global Integration
EA Sports FC’s brand sustainability also relied on a robust network of club partnerships. While licensing rights were a necessity, Uncommon and EA took this further by ensuring that clubs around the world felt like active contributors to the new identity.
Partner clubs were given toolkits that included EA Sports FC design guidelines, custom digital assets, and localized campaign ideas. This allowed teams to integrate EA branding into their digital content, matchday activations, and youth outreach programs. It was a way to turn each partner club into a brand ambassador.
Additionally, Uncommon advised on how to adapt the brand voice and visuals to regional contexts. A campaign in Italy might emphasize heritage and rivalry, while a push in South Korea might lean into esports and competitive culture. This localization kept the global brand coherent but culturally attuned, boosting engagement and resonance.
By aligning itself with clubs not just as a sponsor but as a cultural partner, EA Sports FC was able to stay in the conversation year-round, well beyond the game's traditional sales cycle.
Fan-Created Content and Community Storytelling
Uncommon also encouraged EA to nurture the ecosystem of fan-created content that had flourished under the FIFA banner. Rather than simply reposting gameplay clips or offering in-game incentives, EA Sports FC created channels and contests that celebrated creativity within the community.
Streamers, YouTubers, and amateur designers were invited to remix EA Sports FC branding elements to make their club badges, motion graphics, or themed montages. The best of these were spotlighted in official channels, creating a sense of two-way communication between EA and its audience.
This approach aligned perfectly with the brand’s “Join the Club” ethos. It allowed fans to not only consume content but to actively shape the EA Sports FC narrative. User-generated content became a key part of the long-term brand strategy, fueling virality and keeping the visuals and messaging fresh.
Uncommon helped guide the visual guidelines for this fan content to ensure consistency without stifling creativity. The result was a vibrant, evolving brand landscape that reflected the community’s voice just as much as EA’s.
Leveraging Real-World Football Events
Football is a sport with a never-ending news cycle. Uncommon and EA capitalized on this rhythm by building real-time brand touchpoints around major global events. During the Champions League, the Women’s World Cup, or major transfers, EA Sports FC dropped time-sensitive content and visual overlays that responded to the moment.
These reactions weren’t just social media posts—they were fully branded experiences. A player who had a breakout performance in a real match might be featured in a live update pack, complete with themed motion graphics and custom branding that mirrored the excitement of the live game.
This level of integration made EA Sports FC feel like part of the football world, not just a digital simulation. Fans who were already emotionally invested in real-world stories found that the game reflected their excitement, creating a powerful feedback loop.
Uncommon’s ability to design brand assets quickly and cohesively allowed EA to stay nimble without sacrificing identity. This speed of response gave the brand cultural relevance and kept it top of mind during every major football moment.
Preparing for Future Platforms and Experiences
Uncommon and EA also looked beyond the current generation of console gaming. The EA Sports FC identity was built to scale into new digital formats, including cloud gaming, mobile ecosystems, and potential AR or VR experiences. This required a design philosophy that was not screen-dependent but experience-driven.
The typography, motion language, and spatial design of EA Sports FC were constructed to adapt seamlessly to non-traditional interfaces. Whether a player was accessing the game through a smartwatch companion app or a browser-based fantasy football experience, the brand would retain its distinct look and feel.
This forward-looking approach gave EA the flexibility to introduce new modes, partnerships, and technologies without facing another rebrand. The identity had become a toolkit for future innovation, not a one-off campaign.
Measuring Success Through Community and Engagement
While sales numbers and download statistics offered useful benchmarks, Uncommon helped EA develop broader KPIs to measure the rebrand’s impact. These included community growth, social sentiment, customization engagement, and cross-platform merchandise performance.
One of the most revealing metrics was the adoption of EA Sports FC's visual identity in user-generated content. Seeing thousands of players voluntarily use EA-themed badges, templates, and celebration graphics validated the effectiveness of the branding.
Another key insight was the level of emotional engagement. Surveys and community feedback indicated that players were not just tolerating the loss of the FIFA name—they were embracing the EA Sports FC brand on its terms. That shift in loyalty was a testament to the depth and intentionality of the rebrand.
A Blueprint for Branding in Digital Sports
Uncommon’s work with EA Sports FC stands as a case study in how to reimagine a globally recognized franchise. It demonstrated that a brand is not a logo or a tagline—it is a network of experiences, interactions, and emotional moments. By designing a brand that could live inside and outside the game, across continents, communities, and content formats, Uncommon ensured the EA Sports FC rebrand was not just a short-term fix but a long-term strategy.
It is rare to see a franchise navigate such a significant transition without losing its audience or cultural momentum. But by involving the community, prioritizing emotional authenticity, and integrating branding into every layer of the product, EA Sports FC not only survived the split with FIFA—it redefined what a football game brand could be in the digital age.
Final Thoughts
The departure from the FIFA name presented Electronic Arts with a daunting challenge—one that threatened decades of brand equity and fan loyalty. But through the vision and execution of Uncommon Creative Studio, this challenge became a rare opportunity to rethink what a football gaming brand could be. Instead of recreating the past, EA Sports FC built something new: a bold, adaptable, and emotionally resonant identity that belongs to players just as much as the publisher.
This rebrand didn’t rely on nostalgia or legacy. It focused on the energy of the football community, the richness of the sport’s culture, and the urgency of modern design. With a sharp visual system, inclusive messaging, and a deeply interactive approach to global campaigns, EA Sports FC quickly established itself as more than a replacement—it became the evolution of the genre.
Uncommon’s success lay in its understanding that this wasn’t simply about changing names. It was about shifting perception, reinforcing connection, and crafting a brand that could keep pace with football’s global rhythm. By thinking like fans, not just marketers, they transformed what could have been a corporate setback into a creative triumph.
As the game continues to grow across seasons and platforms, EA Sports FC now stands on solid ground, not just as a game but as a cultural force with a clear voice and limitless potential. This rebrand is a model for how to handle major transitions in the entertainment industry, especially when audience trust and identity are at stake.