Disclaimer: this project was undertaken as an employee of ESG. All trademarks and work created remain copyright of the ECCO Safety Group and are reproduced here with permission.
This was a brand I built from the ground up while working in-house at ESG: from creating the logo and corporate style guide, to establishing the ‘WHY’ and tone of voice for the brand, right through to the execution of product packaging, social media and video production. Xray Vision is a premium automotive lighting range which focuses on vehicle occupant safety and lighting education as its core values.
The logo was designed with a few factors in mind, but by far the biggest consideration was to make it highly visible on packaging, retail displays, sponsored vehicles, and on broadcast television. This led to the bold and striking colours and lettering allowing it to stand out in cluttered distributor stores and amongst a sea of other logos on sponsored vehicles on TV. The ‘X’ includes a stylised driving light beam that also symbolises forward movement and progressive technology.
The logo was also designed in such a way that the red ‘X’ could be used as a graphic device on its own; making it ideal for use on social media as a profile icon, embossing onto parts and components, and for producing reflective red kiss-cut SAV decals that can be stuck to brand enthusiasts’ vehicles.
Below of some pages from the corporate style manual covering various versions of the logo, the ‘X’ as a graphic device, styling guidelines for typography, and some relationship guides for combining the branding elements:
Following on from the core branding elements are the visual branding elements that complement the logo and typography. These include the stylised photographic backgrounds, the creation of the infamous ‘Xray Vision Skippy’ image, plus the styling and production of vehicle and product photography.
All of the product photography is done in a very specific way to ensure each image helps to build the branding, and the range of vehicles used throughout the branding are heavily modified to create a unique and recognisable look.
You can see the transformation of the vehicles from original photograph to Xray Vision branded here, and below are some pages from the corporate style guide that stipulate the way the visual branding elements are to be presented:
The graphical branding elements were then combined with the ‘WHY’ of the brand by helping and educating the customer as to why they would need lighting in the first place, and then what type of lighting would suit their particular situation best depending on where they do most of their after dark driving.
In the form of the product brochure, this begins with an introduction and also the striking image of the x-rayed Skippy: a visual representation of one of the most dangerous aspects of night driving in Australia—animal strikes! The second page then breaks down different areas that people drive at night and relates them to a particular technology type.
Then within each technology type, the ‘WHY’ and ‘HOW’ is explained in more detail and is then linked to the ‘WHAT’, which is the product range on the right hand side.
The branding and product features and benefits were then carried over onto the product packaging, so that messages are reinforced at the actual point-of-sale. It also helps the consumer to pick and choose the product that will best suit their needs while standing in the store.
The basic order of information from the brochure was then translated into the Xray Vision website which provides an introduction, then guidance into which type of technology will suit the website visitor, and finally into the actual product ranges.
In addition to this, there are several pages of ‘lighting facts’ and ‘lighting FAQs’ to continue the theme of market and consumer education, while establishing the Xray Vision brand as experts in their field. There’s also a downloads section for brochures and instruction sheets, plus an interactive distributor locator.
I’ve also conceptualised and created many online and press ads for the brand, two of which are below. The first was the launch of the 90W HID driving lights, which was a play on the new dawn coming over the horizon. And the second was for the launch of the quad-optic LED driving lights, which involved a Ford Ranger Photoshopped to appear very short … which alluded to the lack of performance from most other LED products that were on the market at the time.
Various videos have been created for the brand. Most of which get shown on the TVs and projectors at tradeshows and events, but some also get edited with sound to be uploaded to Xray Vision’s YouTube channel.
The video below I produced completely in-house including filming, editing, recording the music, creating the graphics, scriptwriting and recording the voiceover. It also continues the theme of consumer education, showing the difference between the different lighting technologies and where each one is best suited to.