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Brand Identity, App Design, Print Collateral

Xerox

Brand Identity, App Design, Print Collateral

Xerox

Xerox has been a leader in the business of business for over 120 years, but with the nature of work rapidly changing, I noticed they were fighting a battle of perceptions. While the Xerox name has become synonymous with their key product, the company has evolved far beyond just printers and scanners, now offering big-data software solutions, AI services, and more. This disconnect between what Xerox is known for and what they actually deliver created an opportunity for me to reintroduce the brand as the essential partner for every business.

Information

ArtCenter

MFA Program

Credits

Stock Images

Stocksy

AI Images

Visual Electric

Xerox has been a leader in the business of business for over 120 years, but with the nature of work rapidly changing, I noticed they were fighting a battle of perceptions. While the Xerox name has become synonymous with their key product, the company has evolved far beyond just printers and scanners, now offering big-data software solutions, AI services, and more. This disconnect between what Xerox is known for and what they actually deliver created an opportunity for me to reintroduce the brand as the essential partner for every business.

Information

ArtCenter

MFA Program

Credits

Stock Images

Stocksy

AI Images

Visual Electric

Brand Identity, App Design, Print Collateral

Xerox

Xerox has been a leader in the business of business for over 120 years, but with the nature of work rapidly changing, I noticed they were fighting a battle of perceptions. While the Xerox name has become synonymous with their key product, the company has evolved far beyond just printers and scanners, now offering big-data software solutions, AI services, and more. This disconnect between what Xerox is known for and what they actually deliver created an opportunity for me to reintroduce the brand as the essential partner for every business.

Information

ArtCenter

MFA Program

Credits

Stock Images

Stocksy

AI Images

Visual Electric

Putting in work for 120 years.

Xerox has been a central part of American business operations since 1906, building deep brand awareness over the course of a century, but overtime that awareness became limiting. Through market research and competitive analysis, I identified the need to refresh the brand, expand their offerings into new territories, and reposition Xerox as a modern problem-solving partner for businesses of every scale.

When starting this refresh, I focused on preserving the equity of the flowing x’s in the logotype, while increasing the weight and tightening the stance of the letters to give the mark more confidence.

Xerox has been a central part of American business operations since 1906, building deep brand awareness over the course of a century, but overtime that awareness became limiting. Through market research and competitive analysis, I identified the need to refresh the brand, expand their offerings into new territories, and reposition Xerox as a modern problem-solving partner for businesses of every scale.

When starting this refresh, I focused on preserving the equity of the flowing x’s in the logotype, while increasing the weight and tightening the stance of the letters to give the mark more confidence.

Connecting dots since 1906.

With strategically centering Xerox's new brand position on it’s problem solving abilities, I developed a series of graphics featuring connector lines and dots to symbolize this unique feature of the company.

With strategically centering Xerox's new brand position on it’s problem solving abilities, I developed a series of graphics featuring connector lines and dots to symbolize this unique feature of the company.

Getting Xerox back in the business of business.

During my research, I discovered that Xerox allocates just 3% of its budget to research and development. This revealed a clear opportunity to reposition the company away from its legacy perception as a printer brand and toward devices that actually serve the modern workplace; being remote conferencing tools, cloud-based data storage, and an AI-powered business assistant.

During my research, I discovered that Xerox allocates just 3% of its budget to research and development. This revealed a clear opportunity to reposition the company away from its legacy perception as a printer brand and toward devices that actually serve the modern workplace; being remote conferencing tools, cloud-based data storage, and an AI-powered business assistant.

Meet Xero.

With the pivot toward creating new hardware, I designed a product I’ve personally always wanted: a business assistant that fits in your pocket.

Our business hero, Xero, can host, listen to, and analyze meetings, schedule next steps and future calls, provide overviews of the day and week ahead, and all-in-all help users focus on the work that matters instead of the menial tasks that fill their day.

With the pivot toward creating new hardware, I designed a product I’ve personally always wanted: a business assistant that fits in your pocket.

Our business hero, Xero, can host, listen to, and analyze meetings, schedule next steps and future calls, provide overviews of the day and week ahead, and all-in-all help users focus on the work that matters instead of the menial tasks that fill their day.

A real piece of work.

Taking cues from Xerox’s history, I designed Xero’s UI to feel like a physical workspace. Sections of the interface “print” in from the side, copy types itself into place, and the colors and shapes evoke post-its and papers pinned to a wall.

Taking cues from Xerox’s history, I designed Xero’s UI to feel like a physical workspace. Sections of the interface “print” in from the side, copy types itself into place, and the colors and shapes evoke post-its and papers pinned to a wall.

The Workshop.

To bring these new products to consumers, I developed a pop-up retail experience designed on an 11x17 grid, one that could be easily set up in corporate lobbies or big-box retail stores, as a way to meet businesses where they already are.

To bring these new products to consumers, I developed a pop-up retail experience designed on an 11x17 grid, one that could be easily set up in corporate lobbies or big-box retail stores, as a way to meet businesses where they already are.

Office. Space.

As an extension of the brand, I explored how the design elements could interact with Xerox’s physical office space, with dots and lines playing a key role in placemaking and wayfinding.

As an extension of the brand, I explored how the design elements could interact with Xerox’s physical office space, with dots and lines playing a key role in placemaking and wayfinding.

Print isn’t dead.

While this rebrand was focused on repositioning Xerox for the future, I still wanted to honor their legacy by leaning into printed matter. I developed a stationary system and physical brand guidelines publication that takes design cues from printer details and marks.

While this rebrand was focused on repositioning Xerox for the future, I still wanted to honor their legacy by leaning into printed matter. I developed a stationary system and physical brand guidelines publication that takes design cues from printer details and marks.

Getting the message out.

When considering how the brand could show up on social, I used the same messy workspace concept, “printer” animations, and connect-the-dots design language to tie everything together.

When considering how the brand could show up on social, I used the same messy workspace concept, “printer” animations, and connect-the-dots design language to tie everything together.

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© 2025 Ronnie Alley

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© 2025 Ronnie Alley

Instagram

LinkedIn

Email

© 2025 Ronnie Alley

Instagram

LinkedIn

Email