CX

What we did

Brand narrative
Brand character
Brand behaviors
Messaging
Personas
Brandmark & brandmark lockups
Color, patterns, typography
Bespoke typeface
Photography style
Iconography
Website
Web app
Chiclet
iPad app
T-shirts
Animation
Digital & print advertising
Business cards
Brand guidelines

Overview

CX, originally Cloud Experience, is a cloud storage and digital file management system with a social component. We worked with CX to develop a visual identity system replete with a well-crafted, cross-platform user experience for their mobile applications and digital touch points. The scope of the project also included renaming, rebranding and redefining the company’s core product offering, along with creating a brand video, marketing campaign and print collateral.

Solution

The story we articulated was “Content comes to life.” It was paired with a user-focused tagline, “Cloud to the power of X,” and was defined by characteristics like geektastic, imaginative, human and unconventional. The system combines vibrant core assets and a wealth of colors and patterns with bold, declarative language in a bespoke typeface and playful iconography.

* This project was recognized in 2011 Brand New Awards, 5 Stars. Published in “DYNAMIC IDENTITIES” 2.02.2012 and in “LOS LOGOS 6” 2012.

*I designed this project as part of the Moving Brands team.