Motion Identity

For a brand synonymous with best-in-class moving images, it was only fitting that the DNEG brand itself was built to move. From our vision through to creating graphics, layouts and typography, movement informs every aspect.

We developed a Vision animation to show the category-defining work that happens each and every day at DNEG, turning blank slates into boundary-pushing creations. Through a lens-like eye, abstract streaks in ethereal colours refract and swirl, visualizing the process of creativity at work. The lights accelerate forwards towards a vanishing point before dissolving into the fully-realised DNEG creation.

Launched in 1994, Eurostar is a pioneer of international high-speed train travel, connecting the UK, France, Belgium, the Netherlands and now Germany. In 2022, Eurostar merged with Thalys with the intention of becoming a single brand by the end of 2023. Further created the new brand and design system to bring the two travel powerhouses together and help them achieve their ambitious vision: to double passenger numbers to 30 million people a year by 2030.

It’s in the game became the conceptual springboard. From it, the tunnel system was conceived as the primary asset. Visually distinctive, flexible, immersive, it permitted EA SPORTS to showcase multiple sports, teams and game IP titles, cohesively.

Similarly for the typeface. It evolved from EA SPORTS’ existing typeface, and filtered through the tunnel asset to create infinite configurations, while always connecting back to the EA SPORTS platform. A digital-first toolkit was built to define UI, motion, and sonic elements. The art direction was designed to be broadcast and content-ready, allowing the brand to show up dynamically in both editorial and interactive contexts.