Xfinity
Xfinity Rebrand
Senior Motion Designer, Sky Creative Agency
Working closely with Creative Director Mark Jones, we developed a brand device for US Cable & Telecoms company Xfinity. A household name in the states but less well known in the UK, this was a fantastic opportunity to elevate a brand that - at that time - had only a very basic suite of branding elements in it’s kit of parts. We explored the idea that Xfinity was a multi-faceted, multi-layered offering. This led us to looking at layered folds and peeling. These early style frames led to further exploration work where we began to look at potential animation.
I built and animated motion tests based on these style frames
The tests focused around the X having multiple layers, like an onion skin. Each layer was representative of a part of the business - or the idea that more is happening behind the scenes. This basic premise provided a suitable jumping off point for what became the ‘pages’ mechanic - the folding of the X logo. This would eventually lead to the final animated marque, rolled out across all touchpoints.
Refining the final animation
Cycling through the pages of the X folded in half, it then resolves and then melts away. It felt like an elegant evolution of the current brand - a fleeting glimpse of a more complex world, before we resolve to a simple marque. This mechanic has a multitude of uses - from promo intros to endboards, wipes and a variety of motion branding.
Having designed and built the animated X asset, we set to work implementing it across numerous touchpoints
There was further development of end boards, layout, typographic animation styles and all manner of brand OSP and messaging.
