Xbox 360
Brand Launch
Studio: Jager Di Paola Kemp Design
The second generation of the Xbox gaming system represented a pivot point for the business. It was looking to change what it meant to be a gamer, inviting everyone in to play. Over 5 years, I worked with Xbox and other key agency partners, as brand stewards to create and manage a comprehensive brand identity system across all touchpoints such as packaging, retail merchandising, event spaces, on-air graphics, and website design.
Brand Identity System / Creative Platform / Logo Design / Package Design / Digital Design / Product Graphics / Environmental Design
Lighter colors and approachable typography were used to evolve the logo past the hardcore gamer impression of the first generation. Small details, like the backward extension on the B paid respect to the original mark and provided distinction to the simple typography.
A series of launch posters made heroes of the hardware’s industrial design, which was developed to feel at home on display in the living, furthering the goal of de-stigmatizing the gamer.
Online gameplay, wireless connectivity, family settings, and graphic resolution were key benefits highlighted in a lifestyle photoshoot. This served as an additional toolkit component as well as a series of retail posters.
