Alfredo Tato | creative design

Backbone One

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Marketing

Backbone One is a mobile gaming controller designed to bring console-level experiences to smartphones, bridging the gap between mobile and traditional gaming. When the project began, Backbone was an early-stage startup, and the product required a comprehensive visual and marketing system to establish credibility and recognition. The initial launch was supported by a fully developed creative foundation, which continued to evolve in the following years. As the sole creative and graphic designer responsible for all non-software aspects, my work on Backbone One spanned both the pre-launch phase and the product’s full lifecycle. I helped shape the brand into a recognizable presence as it expanded into multiple product lines and adaptations across platforms, partners, and markets, and continued as part of the creative team as it grew.

Overview — The creative work for Backbone One covered the full range of marketing and communication needs before launch and throughout its continued lifecycle.
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In addition to the original stand-alone version, the product family grew to include PlayStation and Xbox editions, as well as licensed versions developed in collaboration with partner brands. Each new release introduced its own platform requirements and brand considerations, while still fitting within the broader Backbone ecosystem. A unified design approach was applied across packaging, documentation, online store assets, retail materials, and promotional content, ensuring visual consistency and clear communication across all versions, platforms, and markets as the product line expanded.

Cohesive design and marketing helped transform Backbone from a startup product into a recognized established mobile gaming brand.

Design Approach — The approach focused on translating a technically advanced product into clear, approachable visuals while accommodating requirements of different platforms and licenses.
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Marketing assets were designed to clearly communicate performance, usability, and brand identity, while adapting to the distinct visual standards and brand guidelines of PlayStation, Xbox, and licensed partners. Particular attention was given to maintaining consistency across platforms while allowing each version to feel authentic within its respective ecosystem and aligned with partner expectations. Packaging and manuals emphasized clarity, accessibility, and ease of use, helping users quickly understand the product, its setup, and core features. Retail and e-commerce materials continued to evolve over time, supporting new product releases, marketing campaigns, and expanding distribution channels as the product line grew.

Partnerships with first-party brands strengthened Backbone’s presence within the console gaming ecosystem and further reinforced its credibility among console-focused players worldwide.

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Also, partnerships with game publishers and developers further strengthened Backbone’s position within the broader gaming landscape and community, supporting deeper integration with games, expanding visibility across a wide range of titles and platforms, and reinforcing the product’s relevance by connecting it more closely to players, creators, and the gaming industry as a whole over time.

Visual Development — The visual development phase spanned multiple domains: I built fully detailed 3D models of the product to serve both static and motion needs, and generated high-quality renders that were used in online stores, advertising, and launch campaigns.
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In addition, I produced animations that showcased the product in motion, helping convey how it worked and its purpose. These animations supported marketing and launch efforts across multiple digital channels and platforms. Beyond digital visuals, I designed packaging, in-store collateral, manuals, and promotional materials. By overseeing the visual narrative from 3D modeling to final outputs, I ensured consistent quality and coherence across both digital and physical media.

Outcome — The work I led in the early stages helped establish Backbone One as a compelling, recognizable product within the gaming accessory space.
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Through a cohesive, long-term creative approach spanning concept, production, and marketing, the work supported the product’s commercial success and market adoption. Today, Backbone One stands as a testament to what can be achieved when marketing and design support clear brand storytelling.