Drop The Power
Hooking up the world’s most powerful console with the world’s hottest sneakers in a race across Europe
Xbox, Foot Locker
How do you debut the most powerful console ever made and one of the most successful franchises of all time to an audience through a brand partnership?
Featuring the new Xbox One X and launch of Forza Motorsport 7, we were commissioned to create an identity for an event which would be centred around Foot Locker flagship stores across Europe.
Finding A Voice
When crafting a project for more than one client, establishing a tone which represents both can be a real challenge. Connecting to more than one audience is another.
Marrying Xbox’s call to arms ‘Feel True Power’ and Foot Locker’s sneaker culture of ‘drops’ we invited fans to #DropThePower.
Multiple design avenues were explored, especially around an autumnal feel. Working closely with the Xbox Partnerships team and Foot Locker this was later refined to a campaign ident that not only riffed off Xbox‘s brand colours and Foot Locker’s clean vector based typography but also to a strong urban aesthetic.
Throughout the process careful consideration was given to the visual treatment as it was destined to be used across multiple formats - digital assets, print, clothing and retail displays.