About
Designer working with his brother Jody Hudson-Powell. Their London studio Hudson-Powell became a partnership at Pentagram in 2015.
Biography source ↗Biography checked
In their own words
Every Xsolla experience should feel like you’re in the Xsolla Archive.
future technology
It was important that it didn’t become a pastiche due to the nature of the subject matter, you could easily end up somewhere where you are way too close to Bond references, without really reflecting the wider atmosphere or nuance of the show.
Given the impetus of the plot involves James Bond – the world’s most famous spy – undertones of the genre of intelligence and espionage are alluded to, in both the choice of a monospace typeface, ABC Rom Mono, and in the widely tracked, code-like setting of it.
The Ubin has been part of Zeff's story from the beginning, so referencing its form in the logo felt like a natural way to anchor the brand.
There's no need to shout about sustainability with leaf motifs or earthy textures.
It’s not unusual that there is a tussle between the conceptual and functional needs of a brand.
Before we design anything we need to understand how the brand is experienced by customers.
Systemising for systemisation’s sake.
Articles & interviews
- Pentagram creates retro-futuristic Xsolla identity
Pentagram partners Luke Powell and Jody Hudson-Powell created a retro-futuristic rebrand for Xsolla, a gaming-technology and digital-payments company. Built around the narrative concept of the Xsolla Archive and the slogan "All the things", the identity uses a 3D animated mascot, skeuomorphic interfaces and an archive-inspired labelling system to make the company's broad platform more approachable.
- Pentagram’s Spiral Identity Brings Tokyo’s Museum of Narratives to Life
BP&O features Pentagram’s brand identity for Tokyo’s Museum of Narratives (MoN Takanawa), designed by partners Luke Powell and Jody Hudson Powell. The identity centers on a spiral motif inspired by the museum’s architecture and inaugural exhibition, symbolizing cyclical storytelling and cultural evolution. The project combines clarity, playfulness, and motion, using Walter Neue type and a bright red, blue, and green palette to express inclusivity and energy.
- Riz Ahmed’s new show Bait has a spy-spoof title sequence masterminded by Pentagram partners