The Context

As a UI Artist, I worked on daily, weekly, and seasonal content drops that responded to real-world NFL moments, celebrated legendary players, and created distinct thematic programs throughout the year. Each release needed to feel fresh enough to draw players back while remaining unmistakably Madden. This meant developing highly differentiated visuals within tight brand constraints, often under aggressive timelines.

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A major focus of my work was helping introduce clearer visual hierarchy across content tiers. I contributed to the evolution of item presentation and rarity signaling, including the Ultimate Team item border redesign. By rethinking how information, stats, and color were used, we improved instant recognition during pack openings and roster management, making high-value items immediately legible at a glance.

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As the team and content volume grew, I transitioned into a manager role, where my focus shifted toward sustainability and team health. I helped scale the art team, introduced clearer visual systems, and documented best practices so quality could remain consistent even as output increased. Much of what had previously been manual, ad-hoc decision-making became repeatable frameworks that reduced churn and protected the team’s time.

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Collaboration was central to how Ultimate Team operated. Artists worked closely with content designers to understand not just what we were building, but why. We aligned early through structured brainstorms, reviews, and visual checkpoints, knowing that late pivots could cost days of work. This shared ownership helped the team move fast without breaking trust.

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Across roles, my goal remained the same: create live content that felt meaningful to players, supported long-term engagement, and gave the team space to do its best work in a high-pressure environment.