Xgames Games California 2023 Ad Campaign

Branding + Print

The campaign goals

I developed the XGames California 2023 campaign look and feel for the creative agency Gameday Creative. The goal was to feature the amazing XGames athletes and tie them visually to the iconic California coastal cities. A range of master elements were designed from the campaign posters to the custom train wraps and wild postings.

XGames athlete posters

Taking inspiration from the hero poster, each individual athlete was pulled out separately and featured in a series of wild postings and social posts. The static talent portrait was contrasted against their action shots and framed by the XGames brand X.

Seamless California backgrounds

A series of posters used a seamless background that flowed from one to the next. This created a long California landscape that could be updated with different locations.

Color and typography guide

A California inspired color scheme was paired with the XGames brand red tieing the whole campaign together. For the typography a modern condensed sans serif font was used to contrast the retro inspired logo. The condensed typography made it easier to effectively add the large amount of venue information into smaller layouts.

Color

Typography

The campaign rollout

A series of layouts for the hero poster, athlete posters and horizontal templates was designed for the overarching campaign look. The internal creative team utilized these layouts and the brand elements to blow out all the additional venue, social and advertising layouts.

The Amtrack & Ventura partnerships

Ventura was the main venue for the games so a version of the posters was developed with the Ventura pier as a background.

In addition a train wrap was designed for the Amtrack Surfliner that connected all the venues from San Diego to Ventura.

The brand look was used across tickets, posters, local city websites and more.

Social and Venue graphics

The vertical and horizontal templates where expanded on with a different athletes and content across a variety of social media and venue advertising.

The distressed texture matte was also used as the basis for the TV look and feel.