AMX Studios and Pentagram are designing the digital platform and brand identity respectively for global digital brand, Nxxgen.
The consultancies were appointed following a 13-way pitch (DW 5 April).
This is the second major collaboration between AMX Studios and Pentagram, which first worked together for recruitment agency Egon Zender.
“The Nxxgen project strengthens our relationship with Pentagram,” says AMX creative director Alasdair Scott.
Pentagram partner Angus Hyland, who is leading the project, has been briefed to create the brand identity, product design and packaging for the Nxxgen brand. AMX Studios, headed by president Malcolm Garrett and Scott, is designing Nxxgen’s prototype technology system.
Nxxgen is a digital media delivery system set up in Los Angeles by Jamie Ader and cosmetics brand Hard Candy co-founder Pooneh Mohajer. It is designed to give consumers access to a range of digital media “quickly, easily and economically”, says Ader.
The Nxxgen system is set to go live in January 2002. The techn-ology has two patents pending.
AMX Studios and Pentagram won a pitch against FutureBrand, Conran Design Group, Enterprise IG, The Partners, Interbrand, Wolff Olins, Deepend, Browns, BrownKSDP, Digit and Intro.
“We have hired a specific creative director [Hyland] who we believe will best translate the creative vision and philosophy of our business into the brand, packaging and product design,” says Ader.
“The British/ LA collaboration is an ideal blend of the best in interface, product, packaging and brand design with the best in media marketing and delivery.”