Challenge

We were commissioned to design digital assets for the FIFA 21 Midnight Ramadan League in collaboration with EA Sports and the league’s founder. The objective was to merge Islamic geometric patterns with modern football visuals, celebrating grassroots football while highlighting British Asian representation in the sport.

Process

Our research began with Islamic geometric patterns to ensure cultural authenticity. Working closely with EA Sports’ marketing team, we developed a design system that integrated heritage motifs with contemporary football aesthetics. Using Adobe Illustrator and Photoshop, we produced kits, banners, and digital assets, refining each stage in response to stakeholder feedback.

Result

The campaign achieved significant engagement within the UK Asian community and raised awareness of British Asian representation in football. With national broadcasts on BBC and Channel 4, the project gained widespread recognition and contributed to the England FA’s increased focus on supporting Asian players in national teams.