Backbone One: Launch Story
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Marketing
Initially conceived exclusively for iPhone, the Backbone One was designed in partnership with Astro Studios — the team that, in the mid-2000s, worked with Microsoft to create one of the most praised console-and-controller designs to date: the Xbox 360. That legacy of thoughtful ergonomics and product design helped shape Backbone’s physical identity. But Backbone goes far beyond its hardware. It’s a software platform paired with a hardware extension that unlocks a mobile phone’s real gaming potential, transforming it into a powerful, console-quality handheld device.
Overview — Backbone One transforms a smartphone into a console-grade gaming device, combining precision hardware with a seamless, polished software platform. As part of the creative team, I contributed from pre-launch through release, creating CGI, visuals, animations, packaging, and the user manual to deliver a cohesive, premium experience for mobile gaming.
Design Approach — The creative direction positioned Backbone One as more than an accessory, emphasizing its console-quality construction, the seamless integration of hardware and software, and a clear narrative aligned with contemporary consumer-tech branding. This approach distinguished Backbone One within the growing mobile-gaming landscape by presenting it as a serious, fully realized platform.
Backbone elevates your smartphone into a console-quality gaming experience, delivering the polish and performance you’d expect from dedicated gaming hardware.
Visual Development — I was responsible for creating high-fidelity static and animated renders, marketing materials, and packaging artwork that showcased the device’s features, build quality, smartphone integration, and the central role of the Backbone app. Every visual element was crafted to reinforce consistency, clarity, and a premium tone aligned with the product’s ambitions.
Outcome — The unified messaging and visual direction played a significant role in the success of the 2020 launch, positioning Backbone One as a credible, console-level option for mobile gamers seeking a more immersive experience. By presenting the product with clarity and consistency, the work helped solidify Backbone’s reputation as a premium, well-crafted ecosystem that unites refined hardware, intuitive software, and a cohesive brand identity.
