A global motion brand identity for Microsoft's ever-evolving Xbox
We worked closely with the Xbox team in Seattle to bring a motion brand language for all on screen exposure, from TV commercial end tags to longer form brand expressions.
As a product the Xbox is evolving from purely gaming to become a versatile home entertainment hub. This became the inspiration for the 'morphing X’ design, organically folding layers of the logo inside-out and never repeating the exact same form twice.
