The X-Ring Store | Revolve Branding & Marketing | Halifax, Nova Scotia, Canada

The X-Ring Store

The St. Francis Xavier University (StFX) X-Ring is one of the most recognizable rings in the world. Proudly worn by generations of alumni, it’s a cherished symbol of education excellence, campus life and StFX pride. In 2016, StFX opened The X-Ring Store, creating a permanent home for the ring and its story, and offering students the opportunity to learn more about StFX’s history, alumni and what it means to wear the famous X-Ring. 


Revolve was honoured to put our proprietary Brand DNA process to work for The X-Ring Store. We defined the brand platform and wrote the brand story – a story steeped in tradition, pride and the pursuit of excellence and community service. With all net proceeds of X-Ring sales going to the Xaverian Fund, a scholarship and bursary program for students in need, we positioned purchases from The X-Ring Store as graduating students’ first act of community service.


In addition to authoring The X-Ring Store’s Brand DNA, Revolve designed its logo, wrote communication, public relations and social media strategies, created its brochure, and designed and developed its e-commerce website – which allows Xaverians to purchase their X-Ring from anywhere in the world.