Shipped
Microsoft Game Stack Live @ Microsoft
Refreshed Game Stack into a more scalable, partner-friendly system anchored by real Xbox game IP.
Evolved the Game Stack brand after launch, replacing bespoke visuals with a reusable system that felt credible to AAA teams without losing indie appeal.
Client
Microsoft
Skills
Branding
Design Systems
Tools
Photoshop
Sketch
My Role
Visual Designer
Timeline
Q2 2019 - Q1 2020
Challenge
After the 2019 launch, the system needed to be easier to scale and easier for partners to use.
Hard-to-Replicate System
The original bespoke visuals were difficult for internal teams and partners to recreate consistently.
Unclear Real-World Examples
The story leaned too abstract instead of showing recognizable games built with Microsoft's tools.
Indie Risk
A stronger AAA presence could not come at the expense of indie accessibility.
Outcome
The refresh became the new foundation for Game Stack's campaigns, events, and partner materials.
Greater Adoption Across Microsoft Teams
The modular system let partner groups produce consistent assets with less central support.
Clearer Story for Developers
Recognizable Xbox franchises made the value of Azure, PlayFab, and Visual Studio easier to explain.
Improved Reception from Indie Studios
The refresh kept a developer-first tone instead of feeling enterprise-only.
Long-Term Scalability
The system influenced follow-up campaigns, events, and partner materials beyond launch.
Design Process
We shifted the system around three practical principles.
Use Real Game IP
We replaced bespoke characters with assets from Xbox franchises such as Halo, Sea of Thieves, and Forza.
Make It Repeatable
I helped simplify layout, type, color, and template rules so partner teams could build assets without central design support.
Keep It Inclusive
AAA titles acted as proof points while the messaging stayed clearly for developers of every size.
Leveraging Microsoft's AAA Titles
Using Halo, Sea of Thieves, and Forza gave the story immediate credibility while reinforcing that the same tools also serve smaller teams.
A Modular, Repeatable Design Language
We simplified grids, type, spacing, and co-branding rules so teams could assemble assets quickly without breaking the brand.
