Project X Dundee
Project X Dundee—X Marks the Spot
The identity posed a unique challenge of balancing mystery with customized service.
We had to lead with minimalism while ensuring that customers understood the level of respect, planning, and quality embedded across the experience.
Upon ordering, the customer attends a personal fitting in their city before the product is constructed in Scotland and buried in the Highlands. The customer is then sent coordinates and invited to begin the journey to uncover it.