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FUTBIN™ - Reimagining the World’s Leading EA SPORTS FC Platform
During my time as Head of Design at Better Collective, I led the strategic rebranding of FUTBIN.com - one of the company’s most valuable digital assets and the global leader in EA SPORTS FC data, insights, and community engagement.
Year
08.25
Scope
Branding, Identity development, SoMe Design
Timeline
2 months
URL
https://www.futbin.com/
FUTBIN serves millions of players daily with real-time pricing, squad tools, market intelligence, and gameplay resources that help gamers make smarter decisions in Ultimate Team modes and beyond.
Quick Summary
Led the strategic redesign of FUTBIN, the world’s leading EA SPORTS FC platform, aligning digital product, social, and first merchandise line under one scalable identity. Built brand system, UI framework and SoMe templates focused on readability and fast decisions. Result: +13% returning users, +17% social engagement, +18% CTR, –22% support, faster production.
The Perfect fit
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.
Evolving the Visual Identity
A key principle in the rebrand was to evolve FUTBIN rather than replace it. The platform had a loyal global community, and the identity needed to feel fresh without breaking the emotional connection long-time users had built over years. For that reason, we retained the iconic arrow from the previous logo as a legacy element - subtly refined, but still recognisable - so existing users could carry a sense of familiarity and nostalgia into the new era.
The signature aqua green was another asset we deliberately preserved. FUTBIN already “owned” this color in the market, so instead of changing it, we modernised it - moving away from the earlier pastel, flat expression toward a more vibrant and energetic tone that better aligned with the intensity of gaming and football culture. To support the upcoming merchandise launch and create a more complete design system, we introduced secondary and tertiary color families, giving the brand flexibility across digital interfaces, social content, and physical products.
To strengthen the identity’s distinctiveness, we developed a new set of fifth-element graphics. The most prominent was a system of forward-leaning 45-degree stripes, chosen to communicate motion, speed, and progression - core qualities of both football and live gameplay. The stripes also referenced visual codes from the sport itself, from jersey patterns to pitch markings. Complementing this, we introduced organic grain textures to bring a touch of grit and realism into the visual language. This helped counterbalance the purely digital nature of the platform, giving the brand a more tactile, human feel that resonated with the passion and imperfection of real football.
Together, these elements created an identity that was unmistakably FUTBIN - modernised, more confident, and capable of living seamlessly across product UI, social media, and merchandise - while still honoring the brand’s heritage.
The Task
- Redefine FUTBIN’s brand identity to support digital experiences, social channels, and an upcoming merchandise ecosystem.
- Improve visual hierarchy, readability, and iconography so users could navigate dense information quickly - especially on small screens and in fast-paced gaming scenarios.
- Strengthen FUTBIN’s position as a trusted, community-driven platform while aligning with Better Collective’s broader business strategy.
Strategic Design Approach
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.
Outcome
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.
Impact & Results:
- +13% increase in returning users within the first three months after launch
- +17% higher engagement on social media, driven by the new template system and clearer visual identity
- +18% uplift in click-through from social to platform, reinforcing SoMe as the primary acquisition channel
- +15% increase in time spent in on site - such as in Squad Builder and Player Databases
- Successful launch of FUTBIN’s first merchandise line, with the new identity enabling fast production across apparel and accessories
- Design system adoption across product and marketing reduced creative production time by ~30%
This project brought together my core strengths - brand strategy, design systems, and a genuine understanding of gaming culture - and stands as one of the most impactful challenges I’ve led.
Have an opportunity in mind?
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