Concept/Art Direction/Design

Gold grew by 9M+ members (a 30% increase)

Xbox Live Gold membership was stagnant. Our mission Give it new life on

To succeed, the pages needed a change of tone. What was once a list of cool tech, became a narrative thread that tied the pages together and showed the true benefit of Gold, community.

Games are a visual medium so we made a conscious design decision to get out of the way and let the content speak for itself. That meant if a video could tell the story, let's use one.

The reaction was better than expected. Site traffic increased dramatically, and the narrative strategy paid off in spades. Over the months after re-launch Gold memberships grew by over 9 million.

That’s a Gold standard.

Digital, UX