New Work: Xavier Refresh
July 10, 2017
Over the last two years we’ve worked with Xavier Athletics on developing visual campaigns aimed at elevating the brand, amping up awareness and drawing further excitement around their programs.
Our goal this year was to create a more sustainable brand system that could be used as a consistent visual narrative for the upcoming season and beyond.
We first developed a brand story to capture what it is and means to be a Musketeer, then let the language serve as inspiration for the visual style. We also looked outside of sports and athletic trends for inspiration, playing with organic shapes, patterns and other graphic elements seen as uncharted territory in the category.
Pushing the new visual direction toward an expanded, sustainable system brings more cohesion and meaning to all of their branded materials. It also led to some awesome contemporary approaches to a variety of lifestyle applications.