XBOX was launching the XBOX ONE brand and product and also had a need to refresh their current XBOX 360 brand. This led to a two-year project where all of the elements surrounding the XBOX ONE and the XBOX 360 brand experiences were scrutinized, redefined and designed. Execution of a wide range of concepts from both close-in to broad were explored. The exploration ultimately led to the strategy of tying XBOX closer to the Microsoft family.
Touchpoints: brand strategy, logo and identity system, XBOX package graphics, accessory package graphics, game package graphics, quickstart guide, retail graphics, web banners, photography direction, brand guidelines
MY ROLE: Design Direction, Design