OCT 2020 // EA SPORTS NHL // PHOTOSHOP + ILLUSTRATOR
After the launch of UFC 4, I was temporarily brought onto the NHL team to assist in live services and UI design work. My involvement in NHL live services was to produce a retro themed campaign called “94 Flashback” for NHL Ultimate Team. This included a variety of card designs, supporting graphics, and an original logo. Once the campaign visual identity and direction was established, it was handed off to the NHL live team for completion and implementation.
VISUAL IDENTITY
Initially, the producers on NHL wanted a pixel art style of aesthetic as a throwback to the classic NHL games of the late 90’s. After some exploration in that direction, I pivoted towards a more 90’s pop culture vibe as it provided more opportunities for visual flair and room to expand the look. In the end, that direction allowed for some very vibrant yet premium feeling cards, and evoked the feel of retro, tactile trading cards as opposed to being direct callbacks to pixel video game graphics.
