World of Chel /Brand & Environments
World of Chel was in need of a major overhaul for it’s front-facing graphics for our EA Sports NHL audience. Coinciding with a complete re-imagination of the user experience, World of Chel established a new brand package and toolkit that was integrated into a range of creative touch points which included environmental applications and vanity rewards.
Credits
Visual Direction & Lead Design
Daniel Telado
Assistant Designer
Laura Chen
Producers
Ariel Giovannetti, James Capadouca
EA Create Team
Erin Gilgannon, Dillon Petty, Jessica Anderson
Visual Development
World of Chel houses multiple brands that live within the mode. When developing the new visual direction, it was important to consider what visuals had already been established and where we’d like to take it visually. In collaboration with the producers, we outlined that the brand should fall in line with the excitement and youthful energy of sporting festivals.
Moodboard & References
Brands within World of Chel
Finalized Logo Mark
The finalized logo took inspiration from the letterforms of pre-existing wordmarks that were used in vanity clothing applications.
Line Look Development & Design Toolkit
Using WoC Seasons as a visual soundboard, we expanded the look into a vibrant and scalable visual design toolkit - establishing additional logo marks, logo stickers, season based palettes, isolated shapes and graphics, and backgrounds. By developing a scalable toolkit, designers are able to create versatile design elements that scales from a minimalist to maximalist approach.
Environmental Applications & Vanity Equipment
Environment Applications
The WoC UI is set on top of dynamic environments that adjust based on season timing. In collaboration with producers and the EA Create team, we developed graphic applications that were embedded in the outdoor environments.
Vanity Equipment
In collaboration with the EA Create team, vanity equipment was developed as rewards for top players on a rolling seasonal basis.
Vanity Designs by Laura Chen.
