HyperMotion Design System

Everything you love about the game is everything that powers the game.

HyperMotion Gameplay Technology translates the rhythm and fluidity of real-world football into EA SPORTS FC / FIFA using volumetric data of more than 180 top-tier matches from competitions like the UEFA Men’s and Women’s Champions League, Premier League and LaLiga EA Sports.

I had the true honor to develop the logo word mark from scratch, I also help drive the visual identity of HyperMotion. Huge props to Stan Zienka, Kathryn Liu, Ravin Edrisi, and Alex Elms who were huge contributors to the development of this brand.

The Brief

Background: The HyperMotion Gameplay Engine is an unmissable innovation that powers every moment of every match in every mode in FIFA 22. HyperMotion distills real people into lifelike pixels, capturing the real world of football and bringing it into the game. It’s humanity and technology coming together as one; your favourite athletes, teams, movements and moments - powered authentically by HyperMotion throughout the experience.

Outcome: Create an ownable, evergreen identity system for HyperMotion that can live on for years across static, motion and in conjunction with the EAS and FIFA brand systems.

Immediate Purpose: Provide a visual benchmark and potential design foundation to our agency partner for how HyperMotion comes to life in the Reveal trailer as well as potential static marketing assets.

Process

Read the brief / ask questions (alot) / moodboarding / collaborate / music (INTERSTELLAR - Soundtrack).

One of the first steps was to land on the wordmark, and from there we move towards other parts of the evergreen identity system. Colour, Graphical Elements, and Typography. One of the many key points that we had to consider was that this system would have to work with a brand that would update it’s colour system year over year (FIFA / FC).

Application

HyperMotion brand extensions played a critical role in the FIFA / FC marketing. Our logo / visual graphics needed to extend to various commercial related assets, and other platforms beyond our in-game experience.