Echo X

The brief from Echo X was extremely open & creatively exciting, but also the kind of blank canvas that can feel a little daunting. We began by grounding ourselves in the nature of the brand and searching for a conceptual anchor. The “X” monogram became that starting point, giving us something solid to build from while still leaving room for exploration.

The challenge was to create a wide range of motion directions that felt experimental, ownable, and true to the brand, without drifting too far from its identity which can be used across the brand expression in different ways.

To bring clarity to such an open brief, we defined a set of core keywords to guide the tone and behavior of each motion piece. This kept us aligned with the brand’s personality throughout the process and prevented the explorations from becoming random for the sake of it.

We also made one early decision: everything would live in black and white. Removing color helped us focus entirely on motion, form, depth, and contrast, the fundamentals of the Echo X visual language.

We explored a wide spectrum of behaviors in both 2D and 3D. Even in the 2D studies, we focused on creating a sense of dimensionality, using shadows, overlaps, and depth cues to make the forms feel sculptural while still minimal.

Some explorations were bold, pushing scale, perspective, and dramatic motion. Others stayed quiet and controlled, built around simple rotations, shadow play, or gentle structural shifts.

A big part of the process also involved modular systems. By duplicating the X into grids, waves, and architectural clusters, we created generative systems that could be expanded upon.

Together, these explorations formed a flexible library of motion assets that the Echo X team could use across their brand ecosystem. Below is a selection of those studies, from early experiments to refined final pieces.