Transforming Electronic Arts (EA)

Electronic Arts

We partnered with Electronic Arts (EA) to lead a transformative rebrand—elevating the company from a traditional gaming publisher into a dynamic entertainment powerhouse. This bold repositioning captures EA’s vision for the future: one that goes beyond gaming to embrace broader cultural and creative influence.

The Challenge

Gaming had evolved, and so had EA. No longer just a game publisher, EA was redefining itself as a modern entertainment brand.

Our job: build a brand that reflects where EA is headed—as well as the legacy that got it there.

Embracing dimensionality

As EA’s approach to entertainment expanded, so did the brand. We explored new dimensions within its iconic shapes to honor the past while propelling it forward. The Electronic Arts Display typeface evolved into a dynamic system, with custom Serif, Mono, and Text styles that brought range and nuance to the brand’s voice.  The new color palette kept heritage blue at its core but built an eclectic world around it—capturing the diversity of play EA now represents.

Together, we channeled the strongest elements of the existing brand and expanded them into a more expressive, more unified universe—one that could flex across every touchpoint, from main-stage moments to everyday communications.

Always in motion

Much like gaming itself, the EA brand needed to feel alive—always in motion, even when standing still. We built a visual language charged with energy and intent, where every element—typography, layout, and color—feels dynamic, responsive, and ready to move.

Motion wasn’t just an add-on; it was a mindset that expressed momentum, possibility, and the ever-evolving nature of play. A comprehensive motion toolkit ensured that this energy could scale seamlessly, from the stage to the deck template.

A Rallying Cry

This wasn’t just about planting a flag—it was about building alignment across the entire EA ecosystem. From internal teams to franchise partners, the brand became a unifying force, rallying everyone behind a shared vision.

Built to scale

We designed a brand identity that flexes: strategic enough to unify EA’s diverse portfolio, yet dynamic enough to shine across every touchpoint, from global campaigns to internal moments. The system scaled effortlessly across sub-brands, teams, and platforms—meeting players and employees where they are. But we didn’t stop at the brand itself. We partnered with EA to orchestrate a full-scale rollout—from launch strategy to hype reels and swag kits—igniting real excitement. Every detail reinforced the new EA: bold, connected, and future-facing.

I can’t thank Instrument enough—for the creative brilliance, the true partnership, and the commitment to seeing this through, even when the road got bumpy. It wasn’t always easy, but your team showed up with care and clarity every step of the way. My whole team is deeply grateful.

Jenna KleinAssociate Creative Director, Electronic Arts

Setting the change

Ahead of EA’s Investor Day, the company was ready to unveil its bold new mission and vision—signaling its evolution from a gaming publisher to a modern entertainment company. Our work needed to do more than look good; it had to inspire transformation and instill confidence. Designed for both in-person and virtual audiences, the brand framed presentations from EA’s most senior leaders. It wasn’t just a high-visibility moment—it was a defining one, setting the stage for the rebrand that followed.

Tools that scale

To make the brand as usable as it is expressive, we built custom tools that empowered teams across EA to move faster and stay on-brand. From auto-cropping IP imagery into brand shapes to generating custom logos, color styles, and generative motion systems, each tool simplified execution without sacrificing craft. Because great brand systems don’t just look good—they work hard behind the scenes.