Standing Out.
X is a clothing store that celebrates diversity and selfexpression.
The x used throughout the patterns of the collateral has multiple purposes, with the out of place x I want to encourage
being different, standing out and being a bit rebellious.
Playing on the ‘x marks the spot’ where x is the marker to find what you’re looking for on a map which is also a
metaphor for finding what you are looking for at the store.
X
In Collaboration with
The Thoughtful Agency
