XITE Reinvents Itself: A New Brand Identity for the Future of Music Video Streaming
Designed by G2K – Strategy by Wunder
XITE, the music video platform that reaches 100 million households worldwide through on-demand TV, is revitalizing its brand identity in collaboration with strategic design agency Wunder and brand design agency G2K.
In 2015, XITE pioneered the integration of traditional linear television with the new digital on-demand era. To stay relevant and stand out in a competitive landscape featuring players like Vevo, YouTube Music, and Spotify, XITE has enhanced its brand identity. The refined strategy builds on the existing brand identity, emphasizing one key element: the personal connection between viewers, artists, and the platform. This concept is encapsulated in the new brand promise, “See Your Music.”
Guided by “See Your Music,” the team developed a dynamic design system that emphasizes personalization while ensuring recognizability and practicality across all media and devices. They expanded the color palette to adapt to different genres, moods, and target audiences. Additionally, a bold and distinctive typeface was introduced, harmonizing with the existing, refined logo. A flexible framework was established by designing a grid based on the 16:9 TV aspect ratio, allowing for a fully dynamic brand experience.
This new foundation led to the creation of numerous idents, formats, style carriers, and brand guidelines. The refreshed XITE brand launched at the end of 2023 and will be rolled out regionally and across platforms.
G2K, a dynamic brand design agency, specializes in crafting transformative strategies, identities, campaigns, and websites that elevate businesses into memorable brands and messages into impactful communications. With a keen understanding of their clients’ unique challenges, G2K navigates the intricate landscape of branding by embracing context and reality as their guiding forces. Their approach yields work that not only captivates attention but also resonates deeply with audiences, delivering clarity, impact, and relevance in every project they undertake.
Wunder stands out as a creatively led and strategically driven branding agency, renowned for its ability to develop brands that are not only dynamic and communicative but also imbued with a strong sense of purpose. They understand that a brand with a clear mission is not just relevant but also capable of unlocking the full potential of its identity. By harnessing creativity and strategic thinking, Wunder ensures that every brand they shape is not only distinctive but also resonates deeply with its audience, fostering meaningful connections and driving lasting impact.
