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© Mack Kenyon 2025
The Unit X Festival is an online platform created to promote junior designers and their work. It’s a place where upcoming designers can be promoted and seen, and potentially recruited. Our brief was to create a moving ident to promote the Unit X Festival. The ident had to reflect the two key themes of the festival: FLUIDITY & AI.
To answer this, we theorised where the two themes might connect and how we could visualise this.
We aimed to establish a strong brand identity. We reimagined the logo as a compartment, reflecting the flexibility of the digital space, and tying back to the festival’s theme of fluidity.
We tested a variety of options to visualise our second theme, AI, but they felt too obvious. Instead we felt the theme of autonomy fit better both conceptually and visually. This is where much of the 3D motion comes from, attempting to simulate the internal decision making of an artificial intelligence.
The background song So U Kno immerses the viewer in the fast-paced, futuristic environment with its electronic soundscape and energetic drums.
<- A more detailed look into the development of this project.
CLIPS
Tom LathamHarley Whitney
Ethan Kirkman
Mackenzie Kenyon