Launching a new console generation is hard enough. So how do you launch two new consoles simultaneously, with a major change in brand identity at the same time? We were more than up to the challenge to tackle the simultaneous launch of the Xbox Series X and Xbox Series S.
The Xbox brand was shifting from console-centric (I play on my Xbox) to entertainment-centric (I play with Xbox). Their new brand direction reflects this, including the “Jump,” a graphical element designed as a common visual thread across Xbox.
My team created the award-winning packaging for the new consoles and peripherals while refreshing the Xbox brand for a new generation, including logos, typography, icons, and a library of customized layouts.