Xbox
Role
Design Lead
Art Direction
Deliverables
- Logo
- Brand Guidelines
- Pictorial Mark
- Graphic Elements
- Social Assets
A gaming competition featuring 40 creators battling it out across 7 games with bragging rights and £20,000 on the line.
This event sees Xbox partnering up with FNATIC & PC Specialist to host the iconic Game Pass Invitational.
A hybrid branding challenge.
In the brief, it was asked to create a brand identity that evenly incorporated elements of both FNATIC and XBOX. Creating a style guide for the event was not the only challenge – a number of accessible drag and drop templates were also required for the influencers to edit themselves. It was therefore necessary to create a series of proof-of-concept design layouts.
Logo
The logo has the right proportions for all social platforms, while both colour variations can be used in any situation. The rationale used the sharp angles seen in both the FNATIC brand logo and XBOX underscore graphic element, along with a subtle custom type adaptation.
Design Templates
Our design uses a combination of typography and colour from both brands to create a layered system that utilizes the sharp angles of the logo. With these bold elements, we found a desaturated isolated photo to be the most suitable choice for photography.
Pattern & Icons
As additional layered elements, black and grey patterns were created to serve as a suitable background. All icons mimic the logo treatment. The sharp angles mirror all the other graphic elements on the page.
Pattern & Icons
As additional layered elements, black and grey patterns were created to serve as a suitable background. All icons mimic the logo treatment. The sharp angles mirror all the other graphic elements on the page.
Graphic Elements
The angular shapes create an eye-catching visual system. An extensive style guide was delivered along with a collection of still and animated assets.
