Mens XP is a soundbox for the new man. The new man is a geek, a jock, a player, a creator and a corporate powerhouse. The new man is an everyman. The brand came to us to imbibe in their lifestyle portal for men a voice and visual tone that goes with each man of today. The man who isn’t ready to be stuffed into a box of predetermined choices. Not ready to be compartmentalized. This is how we approached the branding. This is how we delivered MXP.