Overview.
Challenge
Challenge
The Midnight Ramadan League required a culturally authentic campaign identity that celebrated grassroots football and British Asian representation while remaining appropriate for a contemporary global sports audience.
Approach
Research into Islamic geometric patterns informed a modular visual system that balanced cultural heritage with a contemporary football aesthetic. Developed with feedback from EA Sports’ marketing team, the system was applied across match kits, banners and digital campaign assets.
Outcome
The campaign received national exposure through coverage on BBC and Channel 4, increasing the visibility of the Midnight Ramadan League and British Asian representation in grassroots football. The identity also extended into FIFA 21 Ultimate Team, where the kit was introduced as an unlockable in-game reward.
Focus
Culturally rooted campaign design combining heritage motifs with contemporary football visuals.
Services
Kit design, pattern design, campaign graphics, digital assets and broadcast applications.
EA Sports Fifa 21