Leading the effort for SBI was account director Phil Mascher, who details the four main design objectives for the Xbox package: 1. Communicate brand values. 2. Position it as unique and distinct competitive game packages. 3. Provide packaging that would create instant recognition and strong brand presence in a cluttered marketplace. 4. Make it efficient to produce. Although the core market is males aged 16-26, Mascher says that the design also evokes "mystery, intelligence, and challenge" in order to appeal to a broader consumer base.