Launching a new console generation is hard enough. So, how do you launch two new consoles simultaneously while developing a major change in brand identity? It required creative communication of the vision, cross-org collaboration and team orchestration, and plenty of empathy for the impact of our choices.
My incredible team at Ten Gun Design worked with MANY Xbox and Microsoft stakeholders to develop the brand update and guidelines, launch campaign guidelines, and the extensive packaging system across all Xbox product SKUs (1st and 3rd party).
The Series X|S consoles and peripherals were the first physical manifestation of the new brand and won Graphic Design USA 2021 — Package Design Award
