XLR
Xlrating growth
Project overview
XLR was founded to tackle persistent challenges in the offshore financial services sector, from time consuming administrative processes to the shortage of skilled staff. Their suite of SaaS products automates complex tasks, giving institutions greater efficiency, accuracy and speed. We were asked to create a brand that could unify their range of products under one identity while expressing their vision of smarter, more connected working.
Strategy
Our strategy was to build a brand that embodied direction, precision and innovation. The identity needed to signal technical strength while remaining simple and flexible enough to house multiple product lines. By focusing on modularity and clarity, we created a system that not only reflected XLR’s technological ethos but also gave the business a clear visual platform to grow from.
Brand Strategy
Brand Identity
Brand Activation
Project details
At the centre of the brand is the X icon, built from a right facing arrow and a five dot grid that connects into a clear point of focus. This symbolises accuracy, speed and progress, while also carrying the idea of joining the dots across people, processes and technology. The modular structure allows the icon to extend into complex patterns and animations, giving the identity both energy and adaptability.
The logotype was designed on the same grid, ensuring cohesion across the system. Supporting graphics, motion and applications carry forward the themes of growth and momentum, while the wider brand language creates unity across XLR’s product suite. The result is a brand that is sleek, confident and intelligent, giving XLR the tools to communicate their mission of helping financial institutions work smarter, not harder.
“The new identity has given XLR a bold and flexible system that unites their products and communicates their vision of smarter working.”
Tom Langford - Partner
