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Design goals

Redmond, WA-based Microsoft asked design firm SBI and Company (Salt Lake City, UT) to create an identity at retail for its Xbox game console that effectively and consistently communicates the Xbox brand attributes and positions the company as a leader within the category.

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.

See the story that goes with this sidebar: Xbox box has ‘game’

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