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 vision and orchestration, collaboration, empathy, and a lot of communication.
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