A robust and modern brand for a forward-thinking, innovative company

xG is a fast-growing football analytics sports-tech and a leading provider of football data intelligence to football clubs worldwide. In association with football, expected goals (xG) is a performance metric used to evaluate football teams and player performance. It can represent the probability of a scoring opportunity that may result in a goal. The company hired me because they knew of my versatility and vast experience in several disciplines. This flexibility allowed me to work for xG for a long time.

I was responsible for redesigning the company's brand. For this, I based my work on the concept of data (graphs) and growth, besides using the company name more robustly and dynamically. The original company logo was a kind of soccer team crest, which is obviously a mistake since the company is not a soccer club but a technology company. Besides the corporate identity redesign, I also created several graphic materials used by different departments and was responsible for developing the company's website.