Rebrand and Packaging Design System
Xenith:
Designed for athletes
Xenith puts the athlete first. The manufacturer designs some of the most innovative gear in football and desired the kind of brand appeal that would differentiate them in the eyes of their end users: athletes. Together we established Xenith as a brand for “the new jock” by tapping into the zeitgeist of what it means to be an athlete.
A deep-dive into the wants and needs of high schoolers led to a brand that works for a new generation of athletes, on and off the field.
We designed the mark to flex for every product at any size, catching the eye of athletes on the field and in stores.
Shelf appeal
Kraft paper and a bold pattern creates a billboard in the aisle, while minimal copy highlights Xenith’s focus on performance and innovation.
Skidmore delivered full-scale creative strategy and direction for a comprehensive reshoot of Xenith’s entire line of products. The mix of in-studio and in-environment photography created a library of on-brand assets for digital and print.
Capturing the pursuit
Our photography strategy captured the full breadth of what it means to be a young competitive athlete, from training to game day, and all the moments in between.
The results
According to client-commissioned research, Xenith brand awareness among young athletes doubled in the year following the launch of the new brand, website, and apparel line. Dick’s Sporting Goods reported that Xenith gear, previously outsold 5:1 by their competitors, is now selling at a 1:1 rate.
Xenith’s new brand stood up to our toughest critics—the design community at large—in a feature on Brand New. Our favorite line: “For a football equipment brand this actually makes for a pretty good lifestyle brand … something that competitor Riddell could not pull off.”
Our work with Skidmore helped us aim all our passion and energy at the audience that matters most.
—Ryan Sullivan, CEO
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