Even for avid gamers, Xsolla is probably the biggest gaming company they’ve never heard of. Pentagram partners LukeJPowell and Jody_HudsonPowell have set out to correct that. The business is built around digital payment technology, from technical infrastructure to B2B gaming clients, Xsolla has expanded across digital storefronts, analytics, templates and support, becoming visible through gameplay aesthetics, such as in-game currencies, cosmetic customisations and achievement badges. This isn’t merely a start-up of a single product, they’re a universe that needs a brand that could tell this story. The design duo looked at the gaming world and art form, which is an immersive visual culture in of itself and pulled out its best qualities, namely authenticity. Working with brand author Saundra Marcel to define the strategic narrative of Xsolla, the slogan became simply: ‘All the things.’ Introducing the Xsolla Archive, a liminal space where all gaming artefacts are stored – Luke and Jody ...