Affiliate giant XLMedia has unveiled a brand refresh, designed to match its culture and expanded presence in North America.
Over the last three years, XLMedia has reported significant growth within its US sports vertical, which now accounts for 68% of the group’s revenue.
The rebrand also follows a number of changes, including the appointment of new chief executive David King, as well as the addition of other new executives.
XLMedia added that it new branding signals the new culture to match the new XLMedia and a corporate brand to match the premium media brands it publishes.
“This exciting new refresh will emphasize a more modern brand,” XLMedia’s vice president of marketing and communications, Elizabeth Carter, said. “Across our portfolio, we prioritise building premium branded assets defined as audience-first brands that are meaningful, distinct and prized by the audiences they reach.
“It’s a pillar of our strategy and we are extending this to the corporate brand. We identified key creative attributes across our expanding sports footprint and wanted an identity to match. XLMedia is solid, muscular, dynamic, and vibrant.”
CEO King added: “Our reset from the past two years is largely complete and now is the time to focus on building a new culture to match the new XLMedia. That means seeing the change as well as living it – both internally and in the market.
“We want to introduce the market to the new XLMedia and that means investing in our corporate presence.”