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Creating and Sharing Brand Stories

Xbox Design Lab Visual ID


   |   Xbox 

You Are in Control


With the introduction of Xbox Design Lab’s new Xbox Wireless Controller, gamers can personalize their controllers for the first time ever. With over 8 million color combinations, the offering is so cool it practically sells itself.

Our challenge was to convey “practically endless possibilities” quickly in a single image, to create artwork that works both statically and in motion, and to develop a series of cohesive of pieces that allow for ongoing content updates. Ultimately we landed on a clean but colorful look and messaging that invites gamers to engage, create, and make a personal statement: You design it, Xbox builds it.

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