Sports Video Game Product Family Brand

PROJECT: Create a new sub-brand for EA Sports aimed at a growing, more casual sports gaming audience.

FREESTYLE: The freedom to express yourself in your own unique way.

BRAND POSITIONING: The new brand features games that, while based in sports, are playful, inclusive, casual, and easy to pick up and play for kids and parents, women and men, and casual and hardcore sports fans of all ages. Jump in, have fun, anybody can play, express yourself, and bend all the usual rules. That’s what it’s all about. Freestyle takes sports gaming to a whole new level, for a vast new audience.