For our final semester at VCU Brandcenter, we were tasked with converting X-games into a 24X7 brand. This was a fierce competition involving 12 teams coached by 2 professors and judged by marketing team from ESPN and creative team from The Martin Agency. Competition included primary and secondary research, developing brand positioning aimed at growing viewers and increasing the cultural relevance of the brand, and executing a creative campaign using a broad array of consumer touchpoints.
This brandbook represents our teams proposed creative positioning developed from reseach results.
