Extreme Reach has long been a cornerstone of the entertainment industry, offering essential services in asset management and payroll assistance for advertisers. However, its role has transcended traditional functions. Each day, Extreme Reach mines its vast reservoir of industry data to uncover valuable insights, shaping the trajectory of entertainment. Their recent rebranding initiative signals a significant shift in focus, positioning Extreme Reach as a platform and a forward-thinking technology partner poised to transform the industry with insightful data-driven solutions.

The rebranding of Extreme Reach to XR signifies more than a name change; it represents a bold reach into the future. XR partnered with brand studio Athletics to create an identity embodying purposeful momentum and enlightened performance driven by insight. The new identity reflects a modernist aesthetic infused with imagination, drawing inspiration from diverse sources, including fashion, skincare, film culture, and research consultancies.

XR’s distinctive logomark, centered around the letter “X,” is the nucleus of the rebrand. The mark symbolizes versatility and intelligence. It breathes through subtle animations, adding a dynamic element that mirrors XR’s forward-thinking ethos. Including a transitional asset incorporating the entire Extreme Reach wordmark ensures continuity during the brand transition.

The approach to color is highly differentiated, evoking warmth and boldness. With its analog, tactile feel, the color palette instantly distinguishes XR. In photography, the accentuated blur captures the essence of motion and dynamism, reinforcing XR’s commitment to progress and forward momentum.

The expanded visual system utilizes dynamic, generative patterns composed of language and letterforms to create a variety of motifs and textures. XR has developed a custom tool that generates on-brand patterns with minimal input to ensure consistency and scalability, empowering its team to scale the brand efficiently.

The supergraphic, featuring enlarged letterforms from the logomark’s “X,” is a versatile framing device. Beyond its aesthetic appeal, the supergraphic plays a crucial role in building equity and recognition for XR’s newly abbreviated brand name, reinforcing its identity across various touchpoints.

Video, UI, and animation are integral to XR’s storytelling strategy, illustrating the entire production process from ideation to outcome. Graphic elements overlaid on video provide insightful annotation, highlighting XR’s understanding of the industry and its role in facilitating seamless implementation.

XR’s rebrand marks a significant milestone in its journey. With its forward-thinking identity and cutting-edge technology, XR is poised to continue shaping the future of entertainment, driving productions forward with insights and creativity. 

Another groovy project done by Athletics was their recent rebranding of the Seattle Sounders.