Family Ties
Harnessing the physics of perception to illuminate moments with motion that’s purposeful, primal, and impossible to ignore.
Client:
MOXI Studio
Year:
2025
Type:
People, Moments
[Introduction]
We collaborated with MOXI Studio to transform Family Ties from a static concept into a living, moving identity. The vision was to explore how motion could convey emotional depth — a balance between human warmth and technical precision.
Drawing inspiration from natural light physics, the brand system was built around perception, reflection, and subtle transitions — creating an experience that feels both familiar and futuristic.
[Challenges]
The original brand expression lacked energy and human connection. It felt too clinical — missing the rhythm and warmth needed to resonate emotionally. Our challenge was to bring life to the identity without compromising its sense of sophistication and trust.
[Solutions]
We grounded the new identity in light behavior — building a flexible motion system that mirrors how light interacts in space. The logo evolves dynamically, like reflections shifting through glass, while interface motions subtly guide attention and emotion.
This approach created a seamless visual language that adapts effortlessly between digital and physical touchpoints — bringing clarity, consistency, and motion with meaning.
