The Sims is one of the most beloved gaming franchises. It empowers players to bring their creativity to life by creating and controlling their own Sims, exploring vibrant worlds, and playing with how the moments of their lives unfold.
After 5 years on the market The Sims team at Electronic Arts realized a need to adjust their approach to more effectively speak to Gen-Z. To resonate with this next generation of fans, The Sims asked us to help them create a playful new design system and refresh every aspect of their brand.
Agency: Skylight Collective