Context is king.

As the brand expands into a broader ecosystem of experiences, services, and devices, the Xbox identity faced challenges in meeting the communication needs of brand partners and marketers. Moreover, the Xbox console was also undergoing a significant transformation, being completely redesigned to become a smaller, faster, higher-fidelity machine with the integration of cloud services. This evolution presents a fresh opportunity for an integrated approach to co-branding and cross-merchandising the next generation of consoles with Xbox cloud services. These factors converged into a program where, as close partners, we collaborated with the Xbox team years before the launch to visualize the broader offering and leap in experience. A new visual system was built to flex based on context and included a meaningful simplification in the logo and an added versatility for building layout. Considerable attention was given to amplifying the impact of key art, and the use of Xbox green was carefully considered to give marketers an effective means to adapt brand communication. Our system of tools and assets guided global partners for the launch and continues to serve the brand as Xbox pushes the boundaries of gaming towards a future of cloud enhanced gaming.