XITE is a music video platform reaching a 100 million households worldwide through its linear networks, interactive TV apps, and on-demand streaming services.

To remain relevant and distinctive in an increasingly crowded field that includes brands such as Vevo, YouTube Music and Spotify, XITE asked the combination of G2K and Wunder to jointly refresh the brand identity.

We sharpened XITE’s strategy building on existing brand equity, lifting one element explicitly: the personal connection between viewers, artists and platform, culminating in a new brand promise See Your Music.

With this new basis, we developed a multitude of idents, formats, style carriers and brand guidelines. The new XITE was launched at the end of 2023 and will be rolled out by region and platform.

With See Your Music as our guide, we developed a dynamic design system that breathes personalization while remaining recognizable and practical across all media and devices. We expanded the color system so that it easily adapts according to genre, mood or target audience. In addition, we added a bold and distinctive typeface, matching the typography with the existing (but tightened) logo. We created a flexible framework by designing a grid based on the 16:9 TV aspect ratio that allows all room for movement, a fully dynamic brand experience.