Xtend, Inc.

Brand

I created motion graphics for Xtend's annual Leadership conference (which became a digital event during the COVID-19 pandemic). They're a good demonstration of the brand in motion, so I've scattered them throughout this page.

Because the company's services are largely intangible, and the company itself is averse to photography, I implemented a range of purely graphical elements:

• Abstract, playful "squiggles" that morph to fit their context
• Bright, bold colors for areas of emphasis, especially text
• Neutral-colored rectangles, often rounded and bubble-like
• Inverted, color-highlighted text
• Dotted, neutral-colored lines
• Obvious frames and margins

Combining these elements in different ways allowed us to create a huge range of graphical expressions without relying too heavily on photography or stock imagery.

The brand is designed to feel clean-cut without being cold. The organic lines and shapes contrast the sharpness of the logotype, and the infinite variability of the "squiggles" plays on themes of growth, creativity, and vitality.

I designed enamel pins for in-person events, with a limited-edition version for the company's stockowners.

Xtend was having trouble communicating the differences between their four departments. To make it clearer for clients, I assigned each a color:

• Xtend Contact Center: energetic, friendly goldenrod
• Xtend Communications: bold, passionate red
• Xtend Bookkeeping: wise, placid lavender
• Xtend Data Analytics: technical, precise blue

I created logotype variations for each, and highlighted these colors in department-specific materials.

I created motion infographics for Xtend Contact Center, featuring their bright goldenrod color. By keeping every other element of the brand the same, and just changing the main color, I was able to keep the brand consistent in appearance.

The brand colors create a spectrum when used together, as seen here in the Xtend Pricing Guide (a printed catalogue of the company's products and services).

I created a consistent collection of product one-pagers for in-person sales.

I brought the brand's "squiggles" into stock photos for a Data Analytics campaign.

The specifics of the brand, including demos on how to use it, were extensively documented in a Brand Standards manual, a first for the company.

Website

The website replaced two existing sites: an info site and a "store" site for online orders. When combining them, instead of using a standard store model (which didn't fit Xtend's intangible offerings), I designed a system around filling out service-specific order forms.

The new order form system proved to be faster and easier for clients to use.

I created extensive documentation (with visual aids and plain English) and trained my teammates on how to maintain the site.

Success Credit Union

Because campaigns would run on 5+ channels at once, I had to create lots of alternate layouts of the same graphics.