MICROSOFT GAME STACK || BRAND UPDATE: 2022

 

This is Microsoft Game Stack’s brand update for 2022.

Microsoft Game Stack—now Microsoft Game Dev (an initiative under Xbox) brings together a full range of game development solutions under one umbrella.

When I was brought on for this project, I was tasked with creating the brand from the ground up beginning with the logo. While there was a team of four designers and we all had a hand at making the final brand, I was specifically involved in the following:

  • I made sure the color palette and final logo laddered back up to the parent brand (Microsoft)

  • Created booth, signage, and event design materials / set up print files

  • Designed all swag (badges, t-shirts, jackets, hats, and other swag items).

  • Made icons and social media assets (Twitter, Facebook, etc.)

  • Created web assets for our website and other online outlets (banners, monitor signage, advertisements)

  • Was in charge of building brand guidelines and presentation PowerPoints for events

  • Created other print assets: booklets, flyers, large & small banners, name tags

  • Creative directed motion design team and over 15+ vendors

U P D A T E 2 0 2 2

Problem:
Once we went live with the first round of branding in 2020, we had to go back to the drawing board to make updates based on customer / stakeholder feedback. Customers told us there was a bit of confusion as to why we were using made-up game photos when Microsoft actually had real-life video games to showcase. Stakeholders also mentioned that the visuals were a bit complicated to execute for vendors and other partners working with us. There was also a lack of illustrations when we couldn’t use game art.

Solution / My Contribution & Impact:
Below are the areas that I had a direct impact on (either created or creatively directed):

  • Created a set of isometric line illustrations: I was personally tasked to create (2D & 3D) illustrations

  • New motif (floating triangles and background dots).

  • Arrangement and layout of video gameart with Game Stack’s new motif.

  • Update tagline from “Microsoft Game Stack. Achieve” More to “Game Stack. Level Up”

  • New set of icons

Check out the new updated brand here.

 

Game Stack. Level Up.

LEVEL UP.