© 2025
X (Twitter)
Brand Identity
Sector: Technology
Timeline:09/2024—11/2024
Expertise: Brand Identity, Motion, Brand Strategy,
Layout System
App X is transforming into a new "everything app" integrating ideas, goods, services, and opportunities reflects a forward-thinking approach. The brand's new journey aims to advance X's strengths of freedom, growth and connectivity in the digital information age, prompting users to keep asking 'And What's Next?'.
The brand strategy and visual expression of "Explore What's Possible" was born. It embodied modern lifestyle and values, emphasising consistency, progress and venturing into the unknown. Through highlighting expertise and avoiding aimless browsing experience, this platform will be a place that can truly resonate with the users, inspiring them to make real change.
A revolutionary digital ecosystem
The rebranding was inspired by fractal geometry, symbolising growth and exploration with their complex, self-similar patterns. It's a term coined by Benoît Mandelbrotz, fractals embodied the spontaneous and open process of 'exploring possibilities'.
I shaped the brand to act as a dynamic viewfinder, uncovering creative paths of exploration, and revealing exciting landscapes of opportunity.
Explore what's possible
A concise rebranding featured a new brand name, inX, inspired by 'index' and 'next', with a focus on Musk's X branding family. New logomark referenced the reversible reaction symbol ⇌, with clear lines to convey a professional & upright brand identity. The color palette was predominantly black and white, with fractal-inspired accents, symbolising a future-focused experience. New layout system and motion language was introduced to reflect fractal dynamics, enhanced by clear photography.