Player Items
Concept design for the core visual identity by building 3D environment for global campaign.
I’ve had the chance to define the visual identity of player items, some of the most iconic assets in FC Ultimate Team. My role was to bring these cards to life for millions of players worldwide, taking them from a rough campaign brief all the way to the final 3D renders you see in-game and across global marketing
Every project starts with a close collaboration with the marketing team to align on the brief and the seasonal vision. From there, I iterate on those ideas into mood boards to lock in the "vibe" and aesthetic. Once the 3D design is underway, I circle back with the live and marketing teams for feedback and alignment, ensuring every item feels premium it ships into the game.
Product
FC Console - AAA Player Items Campaigns
skills
Concept design
Visual identity
3D Modeling and Rendering
my role
Feature Owner - Experience Designer
Timeline
3-4 weeks / item
FC 25
Team of the year
The High-Stake Debut
The Pinnacle of the World's Game
Team of the Year is the biggest, most expected season in the FC calendar. It's huge community-community driven event where fans vote for the top players of the year
For FC 25 the mission was to create something unprecedented, an item so special that players would want to collect it forever and athletes would be proud to share it. The whole campaign was build around the athletes journey to success, around "How much it take to win!".
The Concept
"How much it takes to win!"
I designed a 3D environment that feels like a physical celebration of excellence. My architecture background played a huge role in how I built this concept, allowing me to structure a space where the materials themselves tell the player's story.
I centered the visual story on 'Fragmented Luxury.' It’s an intentional explosion where raw, deep blue stone cracking under the pressure of the athlete's journey to reveal a polished, expensive gold core underneath. I used sharp, Art Deco-inspired geometric patterns to give the whole environment a sense of permanent prestige.
The impact
The response was incredible! The concept was highly praised and embraced by fans and athletes around the globe, becoming a standout moment for the community. It served as the foundational concept that built the entire global marketing campaign for FC.
It was rewarding to see my architectural approach provide the visual DNA for such a massive, high-profile launch!
FC 26
Base Set and
Team of the Week
The Architecture Foundation
Context
The Base Set represents the very first items players encounter when they start their journey in FC 26. Because these are the most frequent items in the game, they need to be simple yet elegant enough to stay fresh all year long.
For this set, I took the brand’s core visual identity, focused on movement and lines, and turned it into a dynamic system. By designing the Common, Rare, and TOTW items, I wasn't just creating a few cards; I was setting the creative direction for almost every seasonal campaign that followed throughout the year.
The Evolution of Movement
I wanted the design to feel like it was "growing" in energy as the items became more prestigious. By evolving the line work, I created a clear visual hierarchy that feels connected but distinct.
Common
The Waves
I start with simple, flowing wave lines to express subtle movement. It’s a clean and elegant introduction to the year's visual identity.
Rare
Generating Wings
Here, the concept gains momentum. I introduced rotating and translating wires that begin to form "wings". This adds a layer of speed and dynamism, making the item feel more premium and energetic.
Team of the Week
The Sculptural Win
This is the peak of the movement. The lines transform into a sculptural, lamellar effect using gold plates and high-contrast lighting. It captures a "frozen moment" of victory, turning the initial wave concept into something truly grand and prestigious.
FC 26
Winter Wildcard
The Creative Evolution
Context
Winter Wildcards is the FC dedicated holiday season campaign. The goal was to create something that feels truly festive and celebratory, leaning into the wonder of the season. It’s a moment designed to surprise players with a look that feels enchanted, magical, and distinct from the rest of the year.
The Concept
Frozen luxury!
The challenge here was to bring that magical moment to life by recreating the look of gold trapped deep within ice. I wanted to move away from a standard design and create something that felt like a rare, frozen treasure.
I leaned into a fairytale aesthetic, using crystalline textures and intricate snowflake geometry to build a cold, atmospheric world. I loved the tension between the warm, glowing gold and the sharp, teal ice, it makes the whole item feel like a premium discovery.
Impact
By focusing on these luxury materials, we turned a seasonal campaign into a standout highlight that players were really excited to find.
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The feature allows users to pin specific seasonal or milestone challenges to a dedicated shortcut menu.
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Visual Identity Overhaul Rivals and Champions
Redesign the Rivals and Champions game modes assets to align better with the FC visual identity.