The newly founded IXP Group consisting of various like-minded entrepreneurs was in need of a new name and identity. A brand that communicated the right feeling and attitude that originally brought the group together. Through multiple sessions we whittled the thoughts, wishes and passions of each individual member down to a coherent, combined essence of what the new brand should be. Together with Brilliant Orange we dove into our combined creativity and came up with their new name. The Elevens. Echoing feelings of sportsmanship, competition and an elite team or society. They get the job done, no matter what.

The new brand has a strong tone-of-voice, daring and adventurous. The visual style of the brand is slightly mysterious but clean and bold, with a playful flair. The logo is comprised of roman numerals, visualized in clean, fluid lines, hiding a forward arrow within the x, symbolizing motion, direction and growth. To complete the presentation of their new brand and get the members of the Elevens fired up we also designed and produced a promotional animation, as seen below the thumbnails. Furthermore we collaborated with Yomoyo to create complimentary portraits to showcase the members of the Elevens.