ABOUT

With each annual release, EA looks to refresh the presentation and develop new areas of the game. Because the changes between editions can be incremental, it is important that players immediately recognise they are experiencing a new version. The UI is one of the most visible ways of achieving this.

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 visual language built around bold 3D brush motifs, sculptural shapes, a vibrant colour palette and handwritten headings. We also created individual themes for each NFL team, reflecting the team’s identity and the character of its location.

These aesthetics and motifs were carried through to the in-game HUD, including player-selection graphics and throwing targets.