EA SPORTS NHL - Seasonal Live-Ops & Visual Identity
At a glance
0
Titles shipped
Daily
Live content shipped
0
Seasons supported
0
Assets created
The 30-Second Version
A quick note before you keep scrolling
NHL 23 through 25 ran on a live service calendar with no room to slow down: seasonal campaign assets had to scale across UI surfaces, localized builds, and gameplay modes without breaking the engine. I designed the core visual assets and UI components for Hockey Ultimate Team and World of Chel, then built a Figma based banner and Battle Pass toolkit that let Game Producers create content on their own, cutting turnaround time and errors.
I Owned
- Visual asset creation & UI component design
- Figma-based banner & Battle Pass toolkit
- Iconography & seasonal art direction
- Production delivery via Frostbite & Perforce
Built Alongside
- Game producers & Art Director: creative direction
- Engineers: in-engine implementation
From my time at EA SPORTS NHL. I redesigned how daily and seasonal visuals get produced for Hockey Ultimate Team and World of Chel, moving the team from single-designer Photoshop files to a self-serve Figma system used across six seasons, and implementing assets directly in Frostbite.
One designer, Photoshop, single point of failure
Self-serve Figma system, any teammate can ship
NHL 25 visuals
Producers needed to roll out daily live assets without waiting on a designer, so I built self-serve Figma toolkits for Collections and in-arena banners. But I also worked hands-on in Frostbite, implementing assets directly in the game engine alongside engineering and XD to test and guarantee every piece performed correctly in the live build.
Player cards and icons
Led production of player cards and icons, designing core assets myself and delegating the rest across the team. New NHL 25 iconography was grounded in hockey-specific language so it read instantly alongside the existing power-up library. I partnered with the Experience Design Director on how everything got integrated in-game, which let the library keep scaling each season without the visual system drifting.
NHL 24 visuals
Supported both on-disc features and seasonal live events throughout the NHL 24 cycle, working with Game Producers and art direction to define event visuals. I contributed artwork across cards, collectibles, packs, and screen backgrounds through multiple iteration rounds, seeing pieces through from concept into the shipped build.
World of Chel (WOC)
Progression and monetization systems changed every season, but the visual language couldn't fracture with them. I designed UI backgrounds, purchase screens, battle pass logos, and iconography built to flex across six seasons of live messaging, player banners, and emblems.
What this taught me about systems thinking
Systems over assets
A well designed template framework outlasts any single deliverable. The real work is identifying what changes, what stays, and building around that split.
Collaboration as a constraint
Partnering directly with producers, art directors, and engineers meant creative decisions were always grounded in technical reality and considered as part of implementation.
Speed through structure
Building more structure upfront through component libraries, naming conventions, and handoff specs enabled the team to move faster under live ops pressure.
Thanks for checking out my work ✨
Range, backed by work
A quick look at how that same problem-solving shows up across AAA games, SaaS, and marketing.
NHL Live Ops
Rebuilt a Photoshop-based content pipeline into a Figma system for daily/biweekly live-service drops, cutting turnaround and errors.
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