Electronic Arts
Deliverables: Static and motion-based branded content across experiential email, in-game, social media, and web channels
Role: Digital Media Designer at Electronic Arts
Collaboration with cross-functional teams: Marketing, Producers, Media Content Managers, Brand, and Development
Tools: Adobe Photoshop and Adobe Illustrator
As a Digital Media Designer, I create static and motion-based branded content across experiential email, in-game, social media, and web channels.
I collaborate with cross-functional teams including Marketing, Producers, Media Content Managers, Brand, and Developers to carry through EA’s design standards across digital touch points. I work with data-driven briefs and brand design systems to create scalable assets to maintain visual consistency across channels. I work on EA Sports American Football game franchises EA College Football and Madden NFL, along with other game franchises such as The Sims, Skate, Star Wars, NHL and UFC
Campaign 1: Madden NFL x NFL Draft
Email Template for Customization and Consistency Across Teams and Players
Campaign 1: Featured Player
Email and Social Media (Instagram Story)
Purpose: To design time-sensitive NFL Draft team specific emails to engage Madden video game players by sending an NFL Draft pick email based on live NFL Draft Picks as each eligible American Football player is chosen for a team.
Objective: To create a dynamic email template that allows for team-specific background layouts and overlay player images to be easily interchanged and sent to Madden players.
Deliverables: A dynamic email design template along with 32 NFL team background layouts and 40 player image overlays for hand-off to an external interactive design agency.
Design Strategy–Prototypes, Iteration, and Customization: There were 4 rounds of iterations on prototypes that tested various designs. Once a prototype was finalized, I employed Photoshop smart objects, actions, and scripts to create a modular design that allows for standardization and customization that lets the team-themed visuals shine through. Using the NFL Draft brand assets along with the Madden visual identity fonts, I designed the email to be bold and energetic by emphasizing the player image and NFL Header to encapsulate the excitement of football and the players being drafted.
Campaign 1: Overview of Customizable Template Structure
A dynamic email design template including for 32 NFL team background layouts and 40 player image overlays
Campaign 2: Team of the Year
Social Media Design Assets
