FUTBIN™ - Reimagining the World’s Leading EA SPORTS FC Platform

As both a seasoned brand strategist and an avid gamer, I was uniquely suited to drive this transformation. The project came at a pivotal moment: FUTBIN was preparing to launch its first-ever line of branded merchandise, which made the need for a cohesive, distinctive, and scalable brand identity more imminent than ever. The visual language had to work not only across a complex digital product but also on apparel, physical goods, and future commercial touchpoints.

The work began with a deep understanding of FUTBIN’s audience - not just as data users, but as passionate players embedded in football and gaming culture. This insight shaped every decision, from tone of voice to typography, color, and interaction design.I developed a comprehensive identity system and brand guide establishing principles for logo usage, color, typography, motion, and UI components. In parallel, I defined the template framework for FUTBIN’s social media outlets - the platform’s primary traffic driver. These templates were built for high-volume, real-time content such as player price updates, SBC solutions, and breaking news, while remaining instantly recognizable and consistent across channels.A modular design system ensured the identity could scale across FUTBIN’s vast ecosystem - player databases, price charts, squad builders, and editorial content - while also translating seamlessly to physical merchandise. A major focus was readability at small sizes, guaranteeing that icons, badges, and data labels remained clear in compact UI contexts and equally strong when printed on products.

The redesign delivered a revitalized identity that positioned FUTBIN as both a powerful utility and a cultural brand within the EA SPORTS FC community. It improved information discovery, strengthened engagement with core features, and created a confident visual platform ready for expansion into merchandise and new commercial initiatives - while giving the social media team a robust system to drive consistent, high-impact traffic back to the platform.