Pentagram Partners Luke Powell and Jody Hudson-Powell Craft Retro-Futuristic Identity for Gaming Giant Xsolla
Luke Powell and Jody Hudson-Powell, partners at Pentagram, are crafting a new brand identity for Xsolla, a company specializing in digital payment technology for the gaming sector. This project, currently underway, seeks to boost visibility through a narrative steeped in gaming culture, encapsulated by the tagline 'All the things.' It will unveil the Xsolla Archive, a collection of gaming artifacts, along with a mascot named Sol, drawing inspiration from Frutiger Aero designs and vintage consoles. The approach utilizes skeuomorphic methods and 3D elements for immersive interactions. Animation plays a crucial role, with Sol's interface echoing Google Assistant. Collaborating with Obelisk, Variable, Daniel Kozma, and POV, the identity is designed to be bold, retro, and forward-thinking, ensuring Xsolla stands out.
Key facts
- Pentagram partners Luke Powell and Jody Hudson-Powell designed the new identity for Xsolla.
- Xsolla is a digital payment technology company serving the gaming industry.
- The strategic narrative was developed with brand author Saundra Marcel.
- The slogan for the rebrand is 'All the things.'
- The design introduces the Xsolla Archive, a liminal space for gaming artifacts.
- The mascot is named Sol, inspired by Frutiger Aero and retro console interfaces.
- The project team included Obelisk for sound design, Variable for programmatic tools, and Daniel Kozma and POV for web and UI design.
- Visual references include 2001: A Space Odyssey and George Lucas' THX 1138.
Entities
Artists
- Luke Powell
- Jody Hudson-Powell
- Saundra Marcel
- Daniel Kozma
- George Lucas
- Paul M
Institutions
- Pentagram
- Xsolla
- Obelisk
- Variable
- POV
- It's Nice That
- Discord
- Google Assistant
- Wii
- PlayStation 3