Xero set out to hero its brand promise, “beautiful business,” through a refreshed set of advertising guidelines. With the launch of a newly redesigned website featuring updated colours, layouts, and visual elements, Xero’s marketing assets needed to evolve to ensure consistency and impact across all go-to-market executions.
The objective was to align advertising design with the updated digital brand experience while maintaining flexibility across channels, formats, and funnel stages. The work needed to function equally well for small, performance-led placements and large-scale brand campaigns, while remaining accessible, recognisable, and distinctly Xero.
Xero
graphic designer
graphic design
branding templates
We analysed and studied competitor designs, received feedback from the market and internal stakeholders. Most importantly, we assessed the new website to inform the iterations we were to make to Xero’s advertising design.
We experimented and tested a range of different directions to see what would not only look beautiful but function well. We had to consider smaller bottom of the funnel ads as well as large scale campaigns, different artwork like illustration, customer and product photography. Accessibility was very important to us - creating templates that made sense, and presented well in colour, type and shape.
Today’s brands are more than just static. We presented a dynamic and versatile unifying graphic device of the scalable circle, an essential element of Xero’s visual identity that can adapt and change depending on the use case.
We placed the logo at the top where possible, emphasising our tagline - ‘beautiful business’ and always keeping it at the top of mind.
