XITE Unveils New Brand Identity
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XITE Unveils New Brand Identity

XITE Unveils New Brand Identity

BROOKLYN/AMSTERDAM, May 7 2024 - XITE, the leading music video platform reaching over 100 million households worldwide, proudly introduces its entirely new brand identity. This revitalization comes to life through collaboration with strategic design agency Wunder and brand design agency G2K.

In 2015, XITE became the world's first provider to bridge traditional linear television with the emerging digital on-demand era. Today, XITE stands as the ultimate music video experience on television, reaching over a hundred million households across various countries through linear television, interactive TV apps, and on-demand streaming services. To remain relevant and distinctive in the increasingly crowded landscape of on-demand streaming platforms, XITE has elevated its existing brand identity to a new level.

"See Your Music"

With a keen eye on our existing brand identity, XITE, alongside Wunder and G2K, has refined and strengthened its strategy. The company's positioning revolves around one essential element: the personal connection between viewers, artists, and the on-demand music video platform. This principle is powerfully embodied in the new brand promise, "See Your Music."


Guided by "See Your Music," a dynamic design has been crafted that exudes personalization while remaining recognizable and practical across all media and devices. The colors have been adapted into a flexible system easily adjustable based on genre, mood, or target audience. Additionally, a distinct and recognizable typeface has been chosen, harmonizing typography with the existing, yet refined, logo. The visual language is designed from a flexible grid rooted in the 16:9 TV aspect ratio, providing ample space for movement to create a fully dynamic brand experience.

About XITE

XITE aims to deliver the best music video experience globally. Founded in Amsterdam in 2008, XITE now reaches over 100 million households in Europe, North America, Latin America, and Australia through linear networks, interactive TV, and on-demand streaming services. The company has revolutionized how audiences experience music videos, offering access to over two hundred playlists and channels.

About Wunder 

Wunder is a creatively led and strategically driven branding agency. They develop dynamic and communicative brands—strong brands with a mission, ensuring relevance and maximizing brand potential.

About G2K

G2K is a brand design agency. They develop strategies, identities, campaigns, and websites to transform companies into brands and messages into powerful communications. By fully understanding client challenges and taking context and reality as guides, they create work that is clear, striking, and tailored for reality.

XITE Brand Reel

Client: XITE Networks

Strategy: Wunder

Design: G2K 

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