During my tenure at EA Sports, I spearheaded the art direction for NBA Live, focusing on a minimalist and high-impact visual language. The challenge was to modernize the franchise's identity while maintaining authenticity to the sport and its culture. Every UI element and marketing asset was crafted to feel scannable and iconic.

The approach involved a radical simplification of the interface, prioritizing player-centric visuals and narrative-driven storytelling. By leveraging high-contrast palettes and bold typography, we created an experience that resonated with the lifestyle of the modern fan, both on and off the digital court.