THIS PROJECT IS AN INVITATION KIT CREATED TO ANNOUNCE THE GLOBAL REBRANDING OF EA SPORTS FC, ONE OF THE WORLD’S MOST ICONIC FOOTBALL GAMES. HEAZ APPROACHED THE TRANSITION FROM FIFA TO EA SPORTS FC AS A PIVOTAL BRAND MOMENT, DESIGNING THE INVITATION KIT AS AN EXPERIENCE THAT CONVEYS A SENSE OF BELONGING—POSITIONING EXISTING USERS AS MEMBERS OF A SHARED CLUB. BASED ON THE EA SPORTS FC FOUNDERS CLUB, THE PROJECT FOCUSES ON GIVING PHYSICAL FORM TO A MODULAR CUSTOMIZATION SYSTEM THAT ENABLES USERS TO CONSTRUCT AND FINALIZE THEIR OWN TEAM. A RANGE OF CUSTOMIZABLE ELEMENTS—INCLUDING PATCHES, KEYRINGS, PHONE STRAPS, AND BADGES—WERE DESIGNED AND PROPOSED, ALLOWING USERS TO ASSEMBLE AND COMPLETE THEIR OWN VERSION OF “MY FC” BASED ON PERSONAL PREFERENCE. TO FURTHER EXTEND THE CLUB IDENTITY INTO EVERYDAY LIFE, CUSTOM PRINTING AND EMBROIDERY WERE APPLIED TO NIKE BAGS AND CAPS, TRANSFORMING THE SENSE OF AFFILIATION INTO WEARABLE, LIFESTYLE-DRIVEN ITEMS. ILLUSTRATION AND INFOGRAPHICS WERE USED AS KEY VISUAL ELEMENTS TO CLEARLY COMMUNICATE CUSTOMIZATION METHODS AND ITEM DETAILS, DEFINING THE IDENTITY OF THE EA SPORTS FC FOUNDERS CLUB.
CLIENT. EA SPORTS FC YEAR. 2025 CREATIVE DIRECTOR. YUMI JUNG ART DIRECTOR. MIAE KIM DESIGNER. WOOJIN SEO, GAYOUNG LEE PHOTOGRAPHER. JUNGHUN YEOM
EA SPORTS
FC INVITATION KIT
THIS PROJECT IS AN INVITATION KIT CREATED TO ANNOUNCE THE GLOBAL REBRANDING OF EA SPORTS FC, ONE OF THE WORLD’S MOST ICONIC FOOTBALL GAMES. HEAZ APPROACHED THE TRANSITION FROM FIFA TO EA SPORTS FC AS A PIVOTAL BRAND MOMENT, DESIGNING THE INVITATION KIT AS AN EXPERIENCE THAT CONVEYS A SENSE OF BELONGING—POSITIONING EXISTING USERS AS MEMBERS OF A SHARED CLUB. BASED ON THE EA SPORTS FC FOUNDERS CLUB, THE PROJECT FOCUSES ON GIVING PHYSICAL FORM TO A MODULAR CUSTOMIZATION SYSTEM THAT ENABLES USERS TO CONSTRUCT AND FINALIZE THEIR OWN TEAM. A RANGE OF CUSTOMIZABLE ELEMENTS—INCLUDING PATCHES, KEYRINGS, PHONE STRAPS, AND BADGES—WERE DESIGNED AND PROPOSED, ALLOWING USERS TO ASSEMBLE AND COMPLETE THEIR OWN VERSION OF “MY FC” BASED ON PERSONAL PREFERENCE. TO FURTHER EXTEND THE CLUB IDENTITY INTO EVERYDAY LIFE, CUSTOM PRINTING AND EMBROIDERY WERE APPLIED TO NIKE BAGS AND CAPS, TRANSFORMING THE SENSE OF AFFILIATION INTO WEARABLE, LIFESTYLE-DRIVEN ITEMS. ILLUSTRATION AND INFOGRAPHICS WERE USED AS KEY VISUAL ELEMENTS TO CLEARLY COMMUNICATE CUSTOMIZATION METHODS AND ITEM DETAILS, DEFINING THE IDENTITY OF THE EA SPORTS FC FOUNDERS CLUB.
CLIENT. EA SPORTS FC
YEAR. 2025
CREATIVE DIRECTOR. YUMI JUNG
ART DIRECTOR. MIAE KIM
DESIGNER. WOOJIN SEO, GAYOUNG LEE
PHOTOGRAPHER. JUNGHUN YEOM