Reinventing The Christmas Franchise

Christmas is a tired brand. It’s been around a few years now, and needs a facelift. So a group of designers worked up a few new concepts. “The designers did their best, first identifying the three chief problems with the brand: it’s divisive, ugly and, of course, overcommercialized. Next they came up with a big idea to try to fix these problems. It was not to rename Christmas, exactly, but to streamline it by creating what might be thought of as an ‘overall umbrella brand’, one that sounded contemporary, hip and, most important, Internet-ready: x.mas.”