Utilize existing visual elements from Microsoft to identify and unify XBOX 360 communications and branding initiatives focused on extreme sports, racing gamers and youth events.

Xbox as a brand entity touches a vast range of audiences, from children to adults, online gamers and X-game'ers. My initial step was to identify the key audience groups that extreme sports, racing games and supporting events targeted. Then, by identifying the "thrill-seeker" mentality as the commonality between all three audiences, I was able to utilize Microsoft's existing elements in a new way to unify branded experiences online and in the real world for this common user.
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