[EA Sports FC Online G-Star Project Background]

In the year of 2023, EA Sports, a trailblazer in sports video games, bid farewell to its longstanding partnership with FIFA. This marked a pivotal moment as the renowned FIFA series underwent a strategic rebranding, emerging as the refreshed EA Sports FC.

Simultaneously a community membership(the Founders Club) united players from the legacy FIFA series with the emerging champions of EA Sports FC. And it took center stage. A testament to bridging the old and the new, the Founders Club became a cornerstone of this revolutionary era.

G-STAR 2023 awaited as the canvas for introducing this transformative chapter to the world. This esteemed annual exhibition in Busan, South Korea, is known for its convergence of technology, gaming, and esports. Furthermore, G-STAR provided a platform for corporations and gaming enthusiasts to explore the latest advancements and engage in a vibrant celebration of the gaming industry.

[Our Solution]

EIDETIC was entrusted with unveiling the evolution of EA Sports FC at G-STAR 2023. They introduced the Founders Clubhouse as the nexus of their strategy. At its core, the Clubhouse featured the live streaming of the FC Online esports tournament: FC Pro Festival. This provided an immersive experience for attendees and a glimpse into the heart of EA Sports FC’s identity.

The design of the Clubhouse seamlessly integrated EA Sports FC’s branding elements, such as the iconic triangle and the introduction of their official brand color: pitch green. These elements subtly signaled the franchise’s commitment to its core identity and evolution. For example, the player tunnel, with its pitch green ambiance, historical narrative, and the iconic triangle, became a symbolic journey into the brand’s rich history and transformation. Beyond the esports spectacle, the Founders Clubhouse thoughtfully included engaging elements like an attractive photo zone and a photo booth. This left a lasting impression on both Founders Club members and non-members alike. As a result, this holistic approach reinforced the identity of EA Sports FC and showcased Eidetic’s commitment to delivering impactful experiences.

– Creative Strategy & Attendee Journey Mapping
– Overall Design, Fabrication & Construction of the Booth & Application
– Scenic Photo Op Installation for the Game
– HR Management & Show Site Supervision

[Project Outline]

EastarJet (IATA ZE) is a Korean low-cost carrier (LCC) brand founded in 2007. Based on revenue, it ranks as the 5th largest Korean LCC. EastarJet captures the minds of its young customer demographic by offering unique services such as cabin events and Eastar TV. Profits began to take off in 2013, leading to exponential growth, and the company went public in 2019. This milestone highlighted the need for broad-scale rebranding of EastarJet’s decade-old brand.

As a branding agency, EIDETIC focused on changes in the LCC market environment and prepared strategies for the rebranding of EastarJet. Contact points between the air carriers and consumers had become digitalized and isolated. Moreover, stiff competition forced many LCCs to expand their services and develop more flexible responses to consumer demands. By conducting research and holding Focus Group Interviews, we steered our rebranding process towards constructing a more expandable and flexible brand system.

[Solution]

EIDETIC proposed a bold solution. The core of this project was to create an expandable and flexible brand system. The original logo was unbalanced and out of date, and it was simply not suitable for digital environments. The new logo had to be simple and expandable so the EastarJet brand could communicate with customers all over the world about flights, airports, and ticketing. Consumers are getting younger, and Millennials and Generation Z were looking for a more trendy and familiar brand. EIDETIC’s newly designed brand identity was centered on the five-point star symbol, marking the beginning of a brand that wanted to present a new feeling with a sense of charm.

Additionally, EastarJet is continually evolving to meet the demands of a changing market. As the brand grows, it aims to stay relevant by adapting to new trends and consumer preferences. Thus, with the new branding, EastarJet strives to maintain its competitive edge.

[EGGLAB Character Brand Marketing Project Background]

Egglab is the creative “laboratory” in which new character IPs, or “eggs” are born. Three global agencies, heralding from their own respective fields of exhibitions, integrated marketing, and character branding formed Egglab. In 2019, Egglab created new character IPs, the ‘Y-NUTS’, characters with unique personalities and stories.

These loveable characters are ready to take the world by storm. They will appear in all forms of media, from mobile emoticons and character merchandise to animations and games. Eidetic Marketing was tasked with marketing for the successful launch of the characters by not only planning the launch event, but also by providing PR, design and management of the exhibition booth.

In 2019, each of these three entities created new character IPs the ‘Y-NUTS’, that are certain to become global icons. Each of Y-NUTS characters has their personality, each with a story to tell. The group of adorable characters is ready to take the world by storm, ready to jump into all forms of media, from mobile emoticons and character merchandise to animations and games, etc.

Shall we visit the Y-NUTS instagram?

[Our Solution]

Eidetic Marketing was responsible for designing, fabricating and activating the pop-up event ‘Y-NUTS Love Me Land’ in commemoration of the launch of Y-Nuts, held in Shanghai, China. The exhibition space was designed with vivid colors to express the personalities of each of the four characters effectively. A month of successful management resulted in achieving target KPIs.
Eidetic Marketing also helped establish the brand’s identity through designing brand applications, handling social media accounts and managing the global PR of Y-Nuts for Egglab character brand marketing.

– Global Licensing Industry Market Analysis
– Character Design / Persona Development
– Global Communication Roadmap
– Character Launching Activation
– Merchandise Items Development
– Global Brand Collaboration

Tencent Games is a subsidiary of Tencent, the world’s largest investment corporation. Founded in 1998, Tencent is also known as one of the world’s leading internet and technology companies. Leveraging IT expertise and through strategic investments, the company quickly incubated Tencent Games. Tencent Games has further grown to become a mainstay in the gaming industry, becoming the largest and most valuable gaming company in the world.

Tencent Games’ TOP Event is an annual event that Tencent Games holds with the intent of networking and expanding business opportunities. Held in conjunction with the ChinaJoy Exhibition period, this event invites the gaming industry’s VIPs for a dinner party. The TOP Event is not meant to be too formal, but rather a fun occasion in which leaders of the industry gather together to expand their horizons.

Let me introduce Tencent

Eidetic Marketing was tasked with incubating the concept and branding of Tencent’s TOP Event. Putting focus on the 9 consecutive years the event had been held, Eidetic Marketing created the concept of a social club for the modern gentlemen, constructing visual designs ranging from key visuals, venue renderings, to giveaways. Going further in depth, Eidetic Marketing also formulated an operations plan with performances to match the theme of the event.

– Overall event brand conceptualization and theme establishment
– Key visual design, brand application, event venue and zone renderings
– In-depth operations planning from consumer routes, HR, and performance options

Explore more: Tencent Roadshows Tokyo