Logan Kees
Logan Kees
XTEND is a delicious, sugar-free way to support muscle recovery, repair, and growth.

XTEND is a delicious, sugar-free way to support muscle recovery, repair, and growth.

Brand Guidelines

Brand Guidelines

Extensive brand guidelines we’re created to ensure proper use of all XTEND branded elements. Each page features a long-form explanation, visual examples, and a short-form summary.

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Rebranding the World's #1 BCAA Brand

Rebranding the World's #1 BCAA Brand

Behind the Mark

The XTEND X Mark comes from the chemical structure of Branched-Chain Amino Acids (BCAAs). Leucine, Isoleucine, and Valine in the 2:1:1 ratio. The X mark is found when two hexagons share a single axis, creating two reflected chevrons that represent the intersection of science and innovation. A nod to the tagline of XTEND's previous identity, SCI+VATION..

Teasing the X

Teasing the X

Animation of the XTEND X Mark used to reveal the rebrand. The use of 3D helped to convey the weight of the mark as it signaled the beginning of a new era of recovery.

Revealing the X

Animation of the XTEND X Mark used to reveal the rebrand. The use of 3D helped to convey the weight of the mark as it signaled the beginning of a new era of recovery.

Product Branding

Product Branding

Each XTEND product was given it’s own visual identity. This helped differentiate between the products, and gave each product it’s own unique personality. Each identity was based off the packaging, benefits, and intended use.

Website Design

Website Design

Working in close collaboration with the internal web development team, an eCommerce-focused website was created for the brand. The site’s visual design continues the modern aesthetic of the brand. With a cleaner style that pares back any visual noise that might distract from the products.

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Mixology Campaign

Mixology Campaign

We launched a summer campaign around the idea of balance between working out, and having some fun. Creating custom BCAA cocktails that help with hangovers just as much as they help with recovering from a workout.

Mixology Toolkit

Mixology Toolkit

We created toolkits that we’re sent to influencers to kick off the Mixology Campaign. The kits included cocktail recipes, sample packs of XTEND, and a limited-run XTEND metal shaker.

Mixology Microsite Design

Mixology Microsite Design

We created a microsite to host all of our Mixology content. We had custom cocktail recipes that used various flavors of the product, videos that showed how to make each cocktail, and a way to purchase the toolkits that were sent to influencers.

The site uses a split-view layout so users are able to see the cocktail photo/video on the left, while scrolling through the recipe information on the right. We also included a day/night mode switch as a callback to the campaign tagline, “Work. Play. Recover.”

Unboxing Experience [Video has sound]

Mixology Cocktail Photoshoot

Mixology Cocktail Photoshoot

Art Director for photoshoot of Mixology Cocktails

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BCAA Cocktail Recipe Video

We collaborated with Terrance Robson, the Best Bartender in Texas 2019 and Manager of HereNorThere speakeasy, to create custom BCAA cocktails.

I acted as Art Director for both video and photoshoots.

Photoshoots

Photoshoots

Art Director for all XTEND Photoshoots including Athlete, Product, Campaign shoots.

XTEND On The Go Photoshoot

XTEND On The Go Photoshoot

We conducted an Athlete photoshoot to support the launch of XTEND On The Go, a carbonated version of the XTEND product sold in a can.

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Can in Hand Photoshoot

Can in Hand Photoshoot

The concept behind the Can in Hand photoshoot was to showcase macro shots of the XTEND product in the hand of an athlete. The photos place emphasis on the product, and use the model’s hands along with other set pieces, to create a story that the viewer can identify if they participate in that specific workout, sport, etc.

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Splash Photoshoot

Splash Photoshoot

To help communicate the hydration benefits of the product, we conducted a photoshoot that explored the motion of water.

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