XT STRINGS

YEAR 2019
COMPANY D'ADDARIO
BRAND XT GUITAR STRINGS
PROJECT TYPE BRAND GUIDELINES, CAMPAIGN, MARKETING COLLATERAL, TYPOGRAPHY
ROLE DESIGN DIRECTOR, MOTION DIRECTOR, LEAD DESIGNER
CREATIVE DIRECTION ANDREW KAY
XT LOGO HOLOTYPE
MUSIC RAFIQ BHATIA
3D ARTIST TRAVIS RAGSDALE
VIDEO EDITING JOHN STALLINGS

D'Addario introduced their new guitar string sub-brand XT in 2019. I worked on establishing the brand portfolio, packaging, campaign and marketing collateral for the product. I worked on various aspects of the project as designer and art/motion director, for example by designing the packaging, brand guidelines and the XT Alphabets, extended from the X logomark.