XPRIZE is a nonprofit impact platform that facilitates large-scale global competitions with multi-million-dollar incentives, crowdsourcing solutions to the world’s great challenges.
XPRIZE had been too busy quite literally saving the world since their inception in the 90s to even consider a rebrand – let alone execute on one. Together, we decided it was time to not only push their branding into a new era, but create a system that would take them into the future. Already a worldwide presence, the opportunity space for us in working with XPRIZE was to speak more directly to their new mainstream audience – a younger market filled with actively involved people looking to create hope for the future.
Our goal with this system was to make a statement in the non-profit space: collapsing preconceived notions of what this type of organisation would traditionally look like to create something that spoke to the concerns and aesthetics of XPRIZE’s new, much younger audience segment. This brand would allow them to continue to compete in the space for both awareness and consumer participation.
A scalable, future-forward approach in all aspects – the creative focus points that our team orbited around were boldness, confidence and forward progression. We used the system-oriented approach to pair this boldness with more minimal elements to keep the look and feel clean and considered.
Like the organisation itself, the XPrize logomark needed to be universal, strong, timeless and forward-moving. Considering the context of the rebrand, we knew that movement and dynamism was pivotal. We partnered with our sister studio Breeder to co-create a next-level flexible system with motion design at its core.
The simplicity of the mark allows for the adaptability and flexibility necessary to serve an organisation of this size, and the wealth of digital and physical branded assets that they need to produce. This way, XPRIZE are empowered to wield this mark to serve their purposes, exploiting it creatively in endless, generative ways. Our system opens up opportunities to augment the mark based on data from impact reports, prize team progress or even big data from climate change or space discovery analysis.
Explaining things in simpler terms and being more playful with language unlocked an opportunity to capture the imagination of a curious new generation, tapping into intentions that they already had to inspire them to participate in the hopeful future for humanity XPRIZE enables. After conducting a voice audit and community spectrum analysis, we put together a foundation content package for the new brand experience including a voice and tone guide, practical voice chart of dos and don’ts, language exploration for brand collateral and more.
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