Xumo
Xumo, a new streaming player entering a crowded arena, offered the chance to explore territory the established names had left untapped. We delivered the visual direction and designed a bold, vibrant, and playful identity that set Xumo apart, then built the complete brand kit and rolled it out for launch.
Year | 2022 · Brand identity, visual system, brand kit
Role | Associate Creative Director - Art
Challenge: Launch Xumo, a new streaming player entering a crowded arena dominated by established names. As a newcomer the brand could take real visual risks, but it still had to feel credible enough to compete from day one.
Insight: Being new was the advantage. Where incumbents play it safe, a challenger can use a bolder, more distinctive identity to get noticed and signal it does things differently.
Idea: A bold, vibrant, and playful identity that stood apart from the muted streaming pack. I explored several directions, and the client selected one was built out across the entire brand space.
What I led: As Associate Design Director I owned the overall visual direction, designed the logo and identity, and built the complete brand kit for launch.
Outcome: Launched with a complete brand kit, with the chosen identity rolled out across Xumo's brand space.
Logo explorations
Brand extensions
Packaging implementation
