Xb Stretch - Andrea Rogers
Creating the Brand
When branding XB Stretch, our team had to move quickly and efficiently—mirroring the very essence of the program itself. Developed at the height of the COVID-19 pandemic, XB Stretch was created to meet an immediate and growing need: people were working from home, sitting for long hours, and feeling the physical strain of a more sedentary lifestyle. The program was designed to be an accessible, low-commitment solution—something that anyone could fit into their day to relieve tension, improve mobility, and feel better in just minutes. The branding needed to reflect that simplicity, ease, and immediate relief.
Strategic Approach to Brand Identity
Messaging & Tone: The messaging was intentionally light, inviting, and accessible. Unlike high-intensity workout programs, XB Stretch was positioned as a necessary reset rather than a workout challenge. The tone reinforced the idea that movement doesn’t have to be strenuous to be effective—just a few minutes of stretching could help undo the stiffness of sitting all day. This wasn’t about pushing limits; it was about feeling better, moving better, and making wellness an effortless part of daily life.
Visual Identity & Set Design: The branding leaned into a calming and approachable aesthetic. Soft, fluid design elements reflected the gentle, restorative nature of the program. To make it as relatable as possible, we filmed XB Stretch in Andrea Rogers’ actual apartment, reinforcing the idea that stretching could be done in the same space where users were working, living, and spending most of their time. Additionally, the only “equipment” needed were common household objects like towels, couches, or chairs—if anything at all—further removing barriers to participation and making the program feel effortless to integrate into daily life.
Emotional & Industry Impact: At a time when people were dealing with increased stress, uncertainty, and prolonged inactivity, XB Stretch provided an immediate and tangible solution. The branding emphasized the emotional relief of simply getting up and moving—helping people reconnect with their bodies, release tension, and reset their energy.
My role: Senior Manager, Content Development & Creative Producer
The Beauty of Life: A Photographic Exploration by Ryan Hooks
