The visual identity for UFL — the recently launched football video game — was designed to capture the game’s competitive spirit and commitment to fairness. The concept draws inspiration from the fluid motion of wind-filled flags and the raw emotion expressed by football stars, combining custom typography with a dynamic motion system inspired by iconic skill moves.

The aim of the approach applied was to visually embrace the status of a premium product while combining it with a bold statement of confidence, ambition, and innovation — aligning with UFL’s positioning as a fresh and fearless player in the football gaming arena.

Within the legal framework of the project, special attention was given to avoiding the use of real football kits or official club and league logos in key visuals. This restriction became a creative challenge that pushed the team to develop a distinctive and self-sufficient visual language, emphasizing originality and reinforcing the unique identity of the UFL brand.

A versatile range of creative assets was developed, including digital content, video, key visuals, merchandise, and event promotional materials — all crafted to be seamlessly adapted to various platforms and touchpoints as a part of the game’s launch campaign.