XR
THE WORLD IS A PRODUCTION
Extreme Reach has helped advertisers manage assets, and the entertainment industry manage payroll. But it’s a lot more. Everyday, it unearths insight for customers, with a trove of industry data. To reflect the innovation and ambition that drives their business, Extreme Reach engaged Athletics to develop and entirely new name and identity to become XR — not simply a platform, but a forward-thinking technology partner: a source of insight that transforms business by moving productions forward. The rebrand is as futurist and potent as it is restrained. It is a story of bold, forward movement, for a new brand in action.
Collaborators:
Invencion
Credits
Client: Extreme Reach (XR)
Agency: Athletics
CCO: Malcolm Buick
CD: Daniel Irizarry
Design: Cillian Carroll, John Keough, Rob Farmer, Sun Ho Lee, Loli Vaccaro, Boyang Xia
CT: Munus Shih
Strategy: Invencion, Matt Colangelo
CM: Tricia Vuong
A FORWARD-THINKING IDENTITY
Our identity for XR foregrounds purposeful momentum, enlightened performance driven by insight. We channeled a diverse array of tones — modernist aesthetics inspired by fashion & skincare, film culture and research consultancies. Language itself also becomes a design object, with graphic repetition signaling vast momentum, and extended reach.
LOGOMARK
With XR, we had a unique opportunity: to craft a logomark and identity system around an “X”, a letterform that is as striking as it is versatile. Starting with a middle-weight stroke, we softened its radii and used this foundation to shape the accompanying “R”. Animations see these weights thin and thicken slightly, as if breathing — making the mark seem alive and intelligent. As a transitional asset, we also developed a lockup with a full “Extreme Reach” wordmark.
COLOR & PHOTOGRAPHY
A highly differentiated approach to color makes XR instantly recognizable. It’s as bold as it is warm, with an almost analog, tactile feel. Photography features people in motion, with an accentuated blur to underscore dynamism and forward momentum.
A CUSTOM GENERATIVE TOOL
The expanded identity system uses dynamic, generative patterns to create a variety of motifs and textures — composed of language and letterforms — all of which speak to the brand’s forward momentum. To accomplish this, and to equip the XR team with the capacity to scale their brand quickly and consistently, we developed a custom tool that generates on-brand patterns with very minimal input.
SUPERGRAPHIC
Featuring the enlarged letterforms of our logomark’s “X”, this supergraphic is a versatile framing device at a variety of scales; and aside from its unique aesthetic qualities, it also offers an important strategic function: building deeper equity and recognition for our newly abbreviated brand name.
TRACKING THE WHOLE
Video, UI, and animation tell the story of a whole process — from ideation to outcome — that XR understands and facilitates. Graphic elements overlaid on video give the feel of insightful annotation.
"Team Athletics, the work is stunning! You have captured the confidence in our current position and the future potential of the brand in the beautiful identity, visuals and movement, as well as the thoughtful articulation of XR. You more than understood the assignment, you crushed it.”
— Meredith Brace, CMO, Executive Board Member
DANIEL IRIZARRY
EMAIL —
the.daniel.irizarry@gmail.com
© 2026 Daniel Irizarry All Rights Reserved
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