CXAhead: logo animation

The brief

CXAhead is a customer experience consultancy. The identity already existed. What it did not have was a way to arrive in video, which for someone who speaks, records and publishes constantly is most of where a brand is actually seen.

What I made

A logo animation, with one rule: the mark assembles, it does not perform. Consultancy brands get animated badly in a very specific way. Letters fly in from off screen, bounce, settle, and by the third viewing the whole thing reads as an apology for not having anything to say. This one builds the mark out of its own construction logic and stops moving the moment it is complete.

It runs short, because it sits at the head of a talk recording or a podcast episode and the viewer’s patience belongs to the content. It also had to work with the sound off, since that is how most of it gets watched, so nothing in the timing depends on a sting landing.