Help rebrand the biggest sports game in the world? We’d get a kick out of that! EA SPORTS asked us to develop the motion system behind the game EA SPORTS FC 24™, formerly known as FIFA.

A symbol of change, needed a change of symbol. As football fanatics and players of the game ourselves, we knew this was a huge deal.
Uncommon Creative Studio helmed the rebrand, and brought BUCK onto the team to craft a complete motion system that furthered their design thinking and celebrated “the beautiful game.”

Motion System
The motion system takes inspiration from the game of football itself, and builds upon the triangle shape which is so integral to the brand identity. The triangle gains a new energy, dynamism, and momentum once integrated into the motion system.
Our system uses holistic 2D animation and motion design to express football’s dynamic spirit in a way that feels poetic and bold while remaining true to the foundations of EA SPORTS FC.

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Our set of motion principles  distilled the movement of the game itself:
Trajectory: the straight path of the ball and its players
‍Formation: the careful dance of teamwork
‍Momentum: the forward drive of the game
‍Match Cuts: the frenetic energy that carries through from one thing to anotherOur goal was to imbue the visual identity with the energy of the game to evoke how football feels, both as player and fan.