XTEND is a delicious, sugar-free way to support muscle recovery, repair, and growth.
I worked in-house as an Art Director / Senior Designer and ran creative lead on the rebrand and rollout.
Shortly after being hired at Nutrabolt, a nutritional life science company, I began working on rebranding one of their newly acquired companies, SCI+VATION. The company was purchased shortly before I was hired, and I proposed updating the brand to signal a new beginning under the Nutrabolt umbrella.
The concept was well received by the team, and after pitching to the CEO, I began working on an official rebrand including everything from strategy to execution.
Since the product was loved so much by the community, we had to make sure we handled the rebrand very delicately. Usually, changing the name is the hardest thing to get people accustomed to. But in our case, it was the packaging, and more importantly, the formula.
This turned the packaging redesign, into more of a rearranging. Where we decided to refresh the elements of the design, instead of replacing them. All the information from the old packaging is still present. But a hierarchy is introduced with larger emphasis placed on things like the name, formula, and benefits.
The most notable changes to the packaging are the removal of the SCI+VATION word mark, the updated XTEND wordmark, the addition of the new X brand mark, and the name of the product is now spelled out instead of being implied.
The color of the powder was the only thing that changed with the product itself. Legacy XTEND used dyes to match the powder color with the flavor. While the new XTEND removed the dyes, leaving the powder white.
I worked with our Video Team to produce a video showing that the white powder still transformed to the flavor color once water is added.
One of the biggest updates that came with the rebrand, was the addition of a new brand mark. This addition helped signal a new beginning for the brand and really championed the X in XTEND. The new mark works great at small sizes for things like social media avatars, stickers, popsockets, etc. And is also featured on the new packaging label and embossed into the lid.
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 reflected chevrons that represent the intersection of science and innovation. A nod to the tagline of XTEND's previous identity, SCI+VATION.
I made a 3D animation of the new X mark to build hype for the rebrand. The video features several close crops of the new mark in an isolated black bg. With one frame showing enough of the mark to get people guessing what it meant.
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.
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.
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.
XTEND is exploring special collaboration products starting with XTEND x Mat Fraser. We worked with Mat to create a signature flavor of his favorite product. With custom label design for the product featuring Mat’s signature, likeness, and his personal tagline “Hard Work Pays Off” (HWPO).
I worked with Producer / Video Editor Jackson Burris to create a hype video to help market the product's launch.
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.
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.
We created toolkits that were 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.
We collaborated with Terrance Robson, the Best Bartender in Texas 2019 and Manager of HereNorThere speakeasy, to create custom BCAA cocktails.
Each recipe uses XTEND and other ingredients that compliment the flavor of the product. We filmed him making the BCAA cocktails in his speakeasy and added the recipe instructions to show people how to make each cocktail.
Along with the video content, we conducted cocktail-focused and lifestyle-focused photoshoots to help market the campaign launch and supplement the cocktail recipe cards included in the launch kit.
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.”
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.
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.
To help communicate the hydration benefits of the product, we conducted a photoshoot that explored the motion of water.