XSpace is a unique multi-purpose commercial condo franchise from Austin, Texas. It could be used as a garage, self-storage, gaming studio, workshop, warehouse, or anything else. Adorned with a swanky river-view lounge, it’s also a place to meet and socialize.

To signal this versatility and multi-directionless, Swiss agency Brand Affairs came up with the name XSpace, where the X signifies the infinite freedom of choice. Serge Studios collaborated with the XSpace and Brand Affairs teams to bring the visual part of the branding project to life. The boxy three-dimensional X and the bulky, unapologetic typography capture the essence of the concept and instantly convert a regular commercial unit into an exciting place of interest. The derived patterns and accent colors also make the brand application options seemingly infinite, akin to the original idea of the space.