Calandra ParamitaBrooklyn, NY
Brand StrategistEmail


EA had grown into a broad ecosystem of games, studios, and teams, but it did not always feel like one connected company. Internal groups often operated in silos, with different ways of expressing the brand.

The broader organization needed a more unified identity, while EA’s Social Impact team needed a system that felt distinct without becoming disconnected or improvised. The resulting brand framework brought EA’s different worlds together while preserving what made each one recognizable. For Social Impact, the team developed a flexible, practical system designed around its everyday needs.

Calandra led strategy across the identity rollout and Social Impact refresh. Working closely with EA stakeholders and the creative team, she helped translate the new identity into a clear and usable expression that employees could understand, embrace, and champion.


Rebrand & Rollout, Sub-brand ID

Strategy Lead
January – April 2025
Brand aunch rollout & Social Impact brand system concepting


RECENT / SELECTED WORK



  1. Uber Advertising — Global brand platform and messaging · 2025
  2. Electronic Arts — Identity rollout and Social Impact brand system · 2025
  3. Google Gemini — AI product storytelling and social strategy · 2025






See all work here. © Calandra Paramita 2026