A confident shift for Xerox's employer brand
Xerox
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
The refined identity brings energy, clarity, and ambition to the employer brand - positioning Xerox as a future-focused company with deep roots and serious vision. A place where imagination isn’t just welcome, it’s expected.
Problem
Xerox was evolving fast - from printers to platforms, from hardware to high-tech. But their employer brand hadn’t kept up. To the outside world, they still looked like the place for paper, not for bold thinkers in AI and software.
Big Idea
We kept what worked (like the iconic red and modernist roots) but reimagined everything else. Anchored in the idea of Applied Imagination, we built a brand that spoke to problem-solvers: people who think creatively and build practically.
GRAIN
BLACK
GREY
GREY 2
RED
GRADIENT
Our refreshed brand palette blends retro grit with future-facing optimism. By combining grainy photographic textures with sleek, high-contrast gradients, we’ve created a visual system that feels both nostalgic and next-gen. When applied to bold imagery, it doesn’t just look good—it leaves a mark. The result is a distinctive, layered aesthetic that grabs attention and builds instant brand recognition.
