A Free Agent
EA Sports' Madden NFL is one of the best selling live-service video game franchises of all time, and I was responsible for branding this behemoth.
I worked on the visual identity for multiple entries in the series but, on Madden 23, I took on a new responsibility: I overhauled the design of the game's packs (a type of loot box).
A Hail Mary
Thousands of packs would need to be created, so we needed a system that was fast and versatile.
From textures to colors to graphics and more, every piece needed to be swappable. This is why Madden's packs had always suffered: they looked generic and uninteresting because it was an impossible task to make them all attractive.
But I envisioned a workflow that would combine prerendered stills with Photoshop's (discontinued) 3D to make it possible. Though, it was an unproven pipeline, and it couldn't afford to fail...
A TOUCHDOWN
This approach was a massive success. Not only was I able to single-handedly produce every pack for the entire game, and not only was I able to set a new visual standard in the process, but I also attracted the attention of world class brands like Nike and Doritos.
They requested bespoke packs that adapted their brands to our visual design language — a previously impossible task, considering our timelines. However, because my workflow was part-3D, it was an easy ask.
A Team Sport
I designed, modeled, and executed every feature of this design system, yet it would have been impossible without the support of my team at EA Sports. They encouraged my initial pitch, supported me through stakeholders, and critiqued the final assets.
Here are some early sketches that show the project at the very beginning.
Special Thanks
Jenna Piscione
Rob Diaz
Marcela Londono
Experience Manager II
Experience Designer
Graphic Designer
"Usually the team with the
most points wins the game!"
most points wins the game!"
John Madden