Magis. Cura.

Here’s the thing. An off-the-shelf ‘radical’ brand refresh can turn you upside down, slap you in the face and leave you questioning your very existence.

But sometimes a ‘radical’ brand refresh causing you to gently tilt your head, exclaim ‘ah-ha’ and inspire you to move through life with a more thoughtful grace and awareness.

In the case of Jesuit university, Xavier University, we welcomed the opportunity to ‘tilt’ our perspectives, creating the +x brand refresh.

Xavier engaged 160over90 in the fall of 2022. They wanted a bold brand and strategic platform to unite the Xavier community for their latest chapter. Their new president - the first layperson and the first woman in all of Xavier’s history - wanted something kinda radical.

We can all be more.

Is it really such a radical idea?

To care more deeply. To challenge more thoroughly. To serve more faithfully. To pursue a more universal good.

Together, we are greater than the sum of our parts. And when we all come together—fully—we change and are changed.

Brand Anthem :30

It’s only a matter of time.

This is so much more than you.

Credits //

Executive Creative Director: Patrick Macomber
Creative Director: Juliana Lynch
Concept Team: Quinn Kelley (Copy), Irving Navarro (ACD, Design), Joseph Dunlap (Design & Motion), Ally Tuttleman (Design)
Execution Team: Quinn Kelley (Copy), Justin Spinozzi (ACD, Design), Joseph Dunlap (Motion Graphics)

Account Management:
Katie Butler, Bert Catzen, Israel Barajas, Meredith Moore, Alison Konopelski

Strategy:
Leon Tambue, Sarah Desiderio, Alex Wittchen

Project Management:
Shane Murray, Candace Branch, Jacob Flickinger, Kelli Gannon

Production: Beth Julian

Video Credits //

Producer: Brendon Riley
Line Producer: Robert Pearson (Reel Digital Media)
Executive Producer: Justin Padilla Director: Lori Schmon

1st Assistant Director: Brendon Riley
Director of Photography: Sean Patrick Kirby
1st Assistant Camera: Amy Faust
2nd Assistant Camera: Joe Bou
Media Manager: Emily Russo
Stedi Cam: Drew Theiss
Gaffer: Jon Champion
Key Grip: Blake Raymond
Best Boy Electric: Chris Benjamin
Best Boy Grip: Blake Raymond
Swing: Dylan Algie
Sound Tech: Tim Dutton
PAs: Olivia Warren, Jon Nickoson, T.J. Carney

Group Creative Directors: Patrick Macomber, Brendan McGann
Creative Directors: Juliana Lynch, Max Paolucci
Associate Creative Director: Justin (Juddy) Spinozzi
Copywriter: Quinn Kelley

Account: Katie Butler, Bert Catzen, Alison Konopelski
Strategy: Leon Tambue, Sarah Desiderio

Post-Producer: Taylor Price
Project Managers: Andrew Nigrelli, Anne McLaughlin, Candace Branch

Video Editor: Alex Ayabe
Motion Designer: Joseph Dunlap
Colorist: Shane Scherholz
Cast: Brandi Botkin

Lighting and Grip: Champion Lighting and Grip

Xavier University