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.
I led my team in the strategic shift of the Xbox brand - from console-centric (I play on my Xbox) to entertainment-centric (I play with Xbox). We created the “Jump,” a graphical element designed as a common visual thread across Xbox that symbolized the leap in technology. We refreshed the brand for a new generation, including logos, typography, icons, and a library of customized marketing layouts.
The new Series X|S consoles and peripherals were the first physical manifestation of the new brand and won Graphic Design USA 2021 — Package Design Award
