Mich.Digital - UFL™ – FAIR TO PLAY

Visual Identity, Motion Design, Launch Campaign, Event Branding, Merchandise

UFL — the recently launched football video game on PS5 and Xbox created by Strikerz Inc. Featuring legends like Cristiano Ronaldo, Roberto Firmino, Kevin De Bruyne, and more as ambassadors, the game is set in a rich meta and offers skill-based mechanics, meaningful progression, and a strong commitment to fairness.

From the very beginning, the aim was to craft a visual identity that resonates with this audience: bold, modern, and uncompromisingly original. The design strikes a deliberate balance between premium aesthetics and a confident, forward-looking tone, reflecting UFL’s ambition to stand out as a fresh and fearless contender in the football gaming arena.

The visual identity draws inspiration from powerful sources: the fluid motion of wind‑filled flags and the raw emotional intensity of football stars. A motion language informed by gameplay — iconic skill moves, feints, quick turns, and sudden directional shifts — became the brand’s pulse, translating the game’s energy into every expression.

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

As the UFL community continues to grow, the brand is built to grow with it — evolving, scaling, and staying true to a contemporary vision of what football can look and feel like today.