Echo X
Year
- 2023
Client
- Echo X
Discipline
- 2D + 3D Design & Animation
- Project Overview
- Project Details
Motion assets
for a London-based
experiential studio
Echo X is an experiential design studio based in London. This was an exploration-driven motion identity project where we developed a flexible visual language built around the brand’s “X” monogram. Working entirely in black and white, we focused on motion, depth, contrast, and form to create a series of experimental yet ownable 2D and 3D explorations that could extend across the brand ecosystem.
The project explored a wide range of motion behaviors, from bold scale and perspective shifts to minimal structural transformations and shadow-based interactions. Alongside individual motion pieces, we also created modular and generative systems using duplicated X forms arranged into grids, waves, and architectural compositions. The result was a versatile library of motion assets that gave Echo X a distinctive and scalable visual identity.
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TEAM
Concept, Direction & Production
Rsquare
team rsquare
Design & Animation
Ameen Shahid
Raz Gadhiya
Rishabh Gandhi
The Logo
We had an existing logo to work with: a modified serifed X mark. Our goal was to create alternate versions of the logo while building a broader visual identity around it. This became the foundation of our motion identity too.
The key themes for the identity were spatial, immersive, and dimensional. We began by exploring how space could be represented graphically. The idea of points existing within a spatial field felt particularly compelling, so a point, or graphically a dot became our starting point.
This concept went on to form the foundation of the logo system and several elements of the wider identity, helping create a visual language that feels dynamic, expansive, and rooted in the idea of space itself.
Visual Pillars
The visual world for Echo X is built around two complementary systems: a library of animated dot-based patterns derived from the X mark, and a collection of immersive 3D assets. Together, they create a flexible visual language that spans everything from websites and social content to large-format event screens.
With an intentionally open brief, we used the X monogram as a conceptual anchor while exploring motion directions that felt experimental, distinctive, and adaptable. Working exclusively in black and white allowed us to focus on motion, form, depth, and contrast, establishing a clear foundation for the system.
Visual & Motion Explorations
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.
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