xbox design lab

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

The 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.

Inspired by Piet Mondrian, I landed on a clean grid motion mechanic that highlighted the versatility with messaging that invites gamers to engage, create, and make a personal statement: You design it, Xbox builds it.