Rediscovering the VXI Brand — evolving a CX leader for a digital-first future. This brand evolution respects VXI’s legacy while providing the clarity, confidence, and coherence needed to scale on its own terms.
”Huge shoutout to Unspecials for an incredible collaboration! We couldn’t have done it without you. Your creativity and dedication truly brought this project to life. Kudos!
With 40,000 employees across 43 global locations, VXI Global Solutions is one of the fastest-growing customer experience organizations in the world. Backed by Bain Capital, and rapidly expanding across North America, Asia, and Central America, VXI approached Unspecials with a clear but complex challenge: evolve its digital identity to reflect bold growth ambitions, while preserving the integrity of a globally recognized brand.
Without altering the core logo or name, Unspecials led a comprehensive brand refresh under the concept of “Rediscovering VXI”—an initiative to amplify the brand’s personality, sharpen its digital presence, and future-proof its visual system.
At the center of the identity is the iconic VXI knot symbol, a mark of connection, complexity, and culture.
Rather than simply rebranding it, the Unspecials team reimagined how it could lead with a cohesive, scalable visual language. Drawing inspiration from its loops and geometry, they developed a modular design system built on repeatable shapes, vibrant patterns, and rhythmic compositions that extend seamlessly across digital, print, environmental, and motion applications.
A refined palette anchors the updated identity: a signature radiant orange, is now supported by a complementary range of neutrals and greys—offering clarity, contrast, and flexibility across media. Integrated use of black-and-white photography adds timelessness and professionalism, helping to balance energy with authority.
The result is a bold, modern brand experience built on clarity, flexibility, and storytelling. At the core is a cohesive visual language — anchored by a refined logo system — that balances structure with creative freedom. This new identity doesn’t just look better; it works harder. It brings consistency across touchpoints while giving the brand space to evolve, express, and connect with more impact.
Client
VXI Global Solutions
Sector
Business Process Outsoucing, Consulting, CX
Location
United States, Global Brand
Partner Leader
Gesner Filoso
Brand Strategy
Visual Identity
Content Strategy
Website
