X is Alphabet's moonshot factory. It's the birthplace of companies like Waymo, Verily, Loon and Wing. They create radical new technologies that help billions of people by addressing some of the world's biggest problems. X is unique in that they are a company of companies. They work in an ever-expanding array of industries including healthcare, transportation, agriculture, energy, and of course, technology.

2020 marked X’s ten year anniversary. We were brought in by Studio X, the in-house creative team, to create an identity for the ten year anniversary event and to explore different ways of bringing the existing X visual identity alive through motion.

Over the past three years we have worked on a series of projects with X and built a collaborative relationship where we can openly share challenges, inspiration, and feedback. We started the project by getting together in San Francisco and sharing examples and ideas we all liked — exploring different events and artifacts to see how they could tell the story of X’s first ten years. Typically projects start wide and narrow over time. This project was different because the feeling we were building on was one of exploration and experimentation. We collectively decided to keep it wide open and use as much of the work as we could to illustrate that sense of scrappiness. Motion also became a way to represent the variety of ways projects at X come to life.

X's headquarters sits at the former site of Mountain View's Mayfield Mall—the first air-conditioned shopping center in northern California. The X10 event was hosted by Pop-Up Magazine who did a series of human interest stories based on X projects and employees. The entryway was flanked with giant screens welcoming employees and introducing them to the X10 identity. The motion, unveiled at the event, shows up in different places around the X campus. Over time we will continue to evolve the work, helping it transition into more environments.

X is Alphabet's moonshot factory. It's the birthplace of companies like Waymo, Verily, Loon and Wing. They create radical new technologies that help billions of people by addressing some of the world's biggest problems. X is unique in that they are a company of companies. They work in an ever-expanding array of industries including healthcare, transportation, agriculture, energy, and of course, technology.

2020 marked X’s ten year anniversary. We were brought in by Studio X, the in-house creative team, to create an identity for the ten year anniversary event and to explore different ways of bringing the existing X visual identity alive through motion.

Over the past three years we have worked on a series of projects with X and built a collaborative relationship where we can openly share challenges, inspiration, and feedback. We started the project by getting together in San Francisco and sharing examples and ideas we all liked — exploring different events and artifacts to see how they could tell the story of X’s first ten years. Typically projects start wide and narrow over time. This project was different because the feeling we were building on was one of exploration and experimentation. We collectively decided to keep it wide open and use as much of the work as we could to illustrate that sense of scrappiness. Motion also became a way to represent the variety of ways projects at X come to life.

X's headquarters sits at the former site of Mountain View's Mayfield Mall—the first air-conditioned shopping center in northern California. The X10 event was hosted by Pop-Up Magazine who did a series of human interest stories based on X projects and employees. The entryway was flanked with giant screens welcoming employees and introducing them to the X10 identity. The motion, unveiled at the event, shows up in different places around the X campus. Over time we will continue to evolve the work, helping it transition into more environments.