With each annual release, EA looks to refresh the presentation and develop new areas of the game. Because the changes between editions can sometimes be incremental, it is important that players immediately recognise they are experiencing something new. The UI is one of the most visible ways to communicate that change.
For Madden NFL 20, I worked with Territory Studio’s multidisciplinary team, led by Marti Romances, to create a distinctive visual upgrade. My work covered the front end, UI, HUD and broader art direction.
We developed a bold visual language built around 3D brush motifs, geometric forms, a vibrant colour palette and handwritten headings. Individual themes were also created for every NFL team, reflecting both the team’s identity and the character of its location.
For Madden NFL 20, I worked with Territory Studio’s multidisciplinary team, led by Marti Romances, to create a distinctive visual upgrade. My work covered the front end, UI, HUD and broader art direction.
We developed a bold visual language built around 3D brush motifs, geometric forms, a vibrant colour palette and handwritten headings. Individual themes were also created for every NFL team, reflecting both the team’s identity and the character of its location.
The same visual language was carried through into the in-game HUD, including player-selection graphics and throwing targets, creating a consistent identity across the entire experience.
