How do you modernize a brand that defined a subculture? Noé Garsoux and I partnered with WKNDHRS, to help rebrand X Games. Since its inception in the early 2000s, the X Games has been the undisputed leader in extreme sports culture. However, as the landscape shifted toward a streaming-first model, the brand needed to evolve from a broadcast event into a digital-first ecosystem.

My work focused on creating a unified visual and verbal identity. We evolved the iconic "X" mark and paired it with a new wordmark, creating an expanded logo with exaggerated proportions. I developed a wide-scale, adaptable typographic system to allow for consistent brand communication at every touchpoint. Beyond the visuals, I helped define a new tone of voice and art direction to ensure the brand felt authentically "extreme" across every interaction. By stripping the identity down to the very core elements, it allowed the content and athletes to take center stage, focusing on the extreme nature of the sport. The result is a revitalised brand identity that is flexible, bold, and unmistakably X Games.