Brand Identity for EA SPORTS FC 27
DixonBaxi turned the FC triangle into an identity built to travel from the game into football culture.
DixonBaxi reimagined the EA SPORTS FC 27 identity as an adaptable system centred on the FC triangle. The work extends across game, launch trailer, livestream, and The Grounds, positioning football gaming as a shared cultural world.
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Insights
- DixonBaxi used the FC triangle as the central device, developing it into a recognizable mark that fans could remix and make their own.
- The identity was designed to move from campaign into football culture, spanning the launch trailer, livestream and The Grounds.
- The Grounds extends the identity into an open-world social space where players can meet, compete, chat and challenge themselves.
- DixonBaxi describes the work as an evolution of an identity it had been building for three years, with the aim of making FC feel lived beyond the game.
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