Electronic Arts: UEFA EURO 2008™ packaging design
Objective
The packaging brief for EA’s official UEFA EURO 2008™ video game was accompanied by a comprehensive set of guidelines for the tournament branding elements. Our challenge was to work within those constraints to create a visually engaging pack that encapsulates the big-game passion of a global sporting event.
Solution
The other challenge was to devise a creative solution that could be easily adapted to identify individual nations. We created a unique version of the final pack for eleven different territories around the globe, using flags in the crowd to clearly differentiate them.
Result
EA’s fiscal Q109 conference reported a marked increase in sales over the same period last year. CEO, John Riccitiello, picked out a number of contributory factors, with UEFA EURO 2008 being mentioned as leading EA’s lineup in terms of units moved at retail.
“Beyond’s dedication, professionalism and creativity has continued to impress me over the past few years.”
European Design Manager, Electronic Arts
