EA: FE IMAGE TOOLKIT

///

My Role: Art Direction / Concept / Design & Illustration

Client: ELECTRONIC ARTS
Produced By: WE ARE ROYALE

FE KEYART

THE ASK

We collaborated with the creative team at EA to create key art for the EA Originals Game, Fe, by the developer Zoink!. It’s a magical game that celebrates nature. The ask included the main image that represented the game, banner layouts, t-shirt designs, and an extensive toolkit that would be used to promote the game. 

THE CONCEPT

The game, Fe, is very unique with musical graphics and sounds that fill the forest. Different melodies are needed to interact with various creatures. The still image had to represent the beautiful landscape of trees. Without revealing too much, we layered in a hint of the main storyline of mighty but tiny Fe facing the Silent Ones.  

I art directed the project with a friend and fellow art director, Peggy Oei. I sketched thumbnails and concepts in the developmental phase for the key art. While overseeing the team of designers and illustrators, I was very involved with developing the logo, designing assets, creating glyphs, making layouts, and more. I created decks for presentations and communicated with our clients on a day-to-day basis. Lastly, I worked on style guides that helped teams at EA create promotional content using all the assets we created.

THE OUTCOME

We were able to create an illustratively rich key art and assets to represent and promote the indie game, Fe. Ea as a client was excited for the results. Most importantly, the game is beautiful and respects nature, so it’s great to have been a part of the process.