Role: Motion design
Studio: Make x break
GXR Motion Identity
For this football live-streaming app, the motion identity was built around the emotion that defines the sport most clearly: the crowd. The letter X became the central visual anchor, abstracted to echo the rhythm and energy of fans reacting together in the stands. The goal was to make the brand feel alive during the game—not separate from it.
Turning a X into a Stadium
Motion was treated as part of the match-day experience rather than surface branding. The X was explored as a modular form that could scale, repeat, and move like a cheering gallery—rising, pulsing, and responding to momentum. This system was designed to appear during highlight moments, short commercial breaks, and transitions from live play to ads, with timing and rhythm tuned to preserve the intensity of the match.
Keeping the Energy Between the Plays
The final identity created seamless transitions between live football, highlights, and commercial content, keeping viewers emotionally engaged even outside gameplay. By anchoring everything to a single expressive motion device, GXR gained a recognisable broadcast language that feels closer to a stadium atmosphere than a typical sports app, fast, charged, and collective.
