As Aol reinvented itself, I wanted to bring a cohesive creative team presence and identity not only for internal groups within the company, but also forward facing to the public, especially as a recruiting tool for prospective creatives. I set in motion a collaborative effort from the naming exercises to developing the logo and associated style guides and material. Thus, the Aol Experience Design Studio, or XDS for short, was born.
![](https://cdn.myportfolio.com/527be2ebd54c7e7e6806fb168cd373d9/557d9f12-3fce-4926-90d8-1244cc5ce656_rw_600.jpg?h=43f68c690a7e4b23e0416306a2b3bc07)
![](https://cdn.myportfolio.com/527be2ebd54c7e7e6806fb168cd373d9/93044914-c845-44da-989a-c4f1d17ec0d8_rw_1200.png?h=0d1c52ff9ab5cbed59375a4ad1bf2d2b)
Logo style guide