.png){kind=logo}
Services Provided:
Presentation Design | Animation & Motion Graphics | Social Marketing | Branding
THE CHALLENGE
23XI first enlisted DeadLizard to develop a brand video that would both honor the origin of the team’s name and resolve a critical brand challenge: Their name - based on the dynamic partnership between Michael Jordan (#23) and Denny Hamlin (#11) - couldn’t be fully represented in the logo, as the number 11 remained in use by Hamlin’s other team.
THE INSIGHT
Creative constraints often require a broader perspective and what seems like a limitation can actually uncover more inventive, engaging ways to communicate. And we really do enjoy creative challenges!
THE SOLUTION
To overcome the “XI/11” challenge, DeadLizard produced an adrenaline-packed brand video featuring quick cuts and motion graphics. The sequences highlighted the owners' connection to their numbers, while written text flashed between the edits and reinforced name pronunciation. This approach communicated both the excitement of the racing team and the clarity of its mission, all within the creative constraints of the project.
The 23XI video was a hit and resulted in a revamp of their sales presentation, stings for social feeds, a one-off sponsorship video and a branding exercise for their new Diversity initiative, Intersect. Each piece celebrated the partnership of Jordan and Hamlin with refreshed brand clarity and purpose.
Get deadlizard in your corner.
We look forward to exploring the unique possibilities of your story.
