Xylem

Project Overview

Xylem is a global leader in developing innovative water solutions through smart technology to address water challenges across utility, industrial, commercial, and residential markets. Our creative team collaborated with Xylem on a soft reboot of their brand identity.

My Role & Contribution: Concept and Design

The creative team opted to reuse existing visual graphics and direction, making subtle tweaks to enhance the brand. Specifically, I focused on refining the color palette, photography style, and typeface, and introduced new graphic elements. A significant addition was a key graphic element inspired by the curvature of their “X,” which formed a wavelike line integrated throughout their design system. This flexible line serves as a distinctive graphic mark, effectively used as both a container and divider, complementing their photography.