XO

Role: Web Design

In the telecommunications category, brands were saying pretty much the same thing. But, we found that XO had a real competitive advantage - the passion of its employees, who provide superior customer service. These strategic insights became the backbone of the XO rebrand. 

We discovered that XO employees share a common passion for technology. To generate awareness of the updated XO brand among IT professionals and influencers in the digital space, we paired an XO employee from the five divisions with five highly influential new media artists { Marius Watz, Joshua Davis, Casey Reas, Mr. doob, Kyle McDonald } to visualize an immersive online experience celebrating the passion XO has for technology at TheBeautyBehindIt.com