Project Goals

XGames aimed to strengthen its brand connection with top-performing athletes across both its winter and summer events. The goal was to seamlessly integrate these athletes into the brand’s visual identity while showcasing the unique event locations for the year.

Joseph Kiely developed a comprehensive design philosophy, including photography treatments, master layouts, and campaign styles. These foundational elements were then handed off to XGames, providing a flexible system for versioning across a wide range of media.

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AGENCY:

XGames Winter

For the XGames Aspen 2024 ad campaign, the 3D logo was paired with exploding snow particles that framed and revealed the athletes. This effect was also used in photography, creating clean spaces for typography while adding energy to the visuals.

A custom logo integrated Aspen’s mountain peaks into the negative space below the “X.” The design system was then expanded to show how both single and multiple athletes could be featured seamlessly across the campaign.

Style guide

A winter-inspired color palette and bold typography system completed the campaign’s design, reinforcing the energy and intensity of the XGames brand.

Logo design

To tie the XGames brand to the venue, a graphic representation of the Maroon Bells mountain peaks was created. A range of logo explorations was presented to the client, showcasing various design directions.

Overarching campaign

The design was anchored by the exploding X, with athletes bursting outward to capture the energy and excitement of the competition.

XGames Summer

The XGames California 2023 campaign drew inspiration from the iconic California coastline, incorporating sunset colors, palm trees, and the coastal environment into the brand. These visuals seamlessly wrapped around the athletes, creating a dynamic and immersive campaign.

A full suite of template elements was designed, including campaign posters, custom train wraps, wild postings, and social media assets.

Style guide

A California-inspired color scheme was paired with the signature XGames red, tying the entire campaign together. For typography, a modern condensed sans-serif font was chosen to contrast with the retro-inspired logo.

Athlete Poster Design

Inspired by the hero poster, each athlete was individually highlighted in a series of wild postings and social posts. Static portraits were contrasted with dynamic action shots, all framed by the signature XGames “X” for a bold, high-energy look.