X Design Cases
Designers behind the work
Designers and creative leads credited on X projects in press coverage.
Designers and creative leads credited on X projects in press coverage.
The Brand Identity interviews designer Malcolm Buick of Brooklyn-based studio Athletics about creating a new identity for Arbroath Amateur Boxing Club in Scotland. The project draws on the town’s heritage, using a portcullis symbol from Arbroath Abbey, bold utilitarian typography, and photography by Buick’s father, the club’s president. The identity emphasizes honesty, community, and belonging over polish or commercial gloss.
Studio Freight has unveiled a comprehensive rebrand and new website after years of intentionally maintaining a low profile. Founders Clayton Fuller and Aaron Marks describe the shift as a way to repay their 'brand debt' and better represent their team and philosophy of 'brutal elegance.' The new identity introduces a horse-and-key logo, refreshed typography, and articulated principles that define their collaborative and strategic approach.
Applied Design has reimagined JFK Airport’s Terminal 8 identity, creating a cohesive brand system that captures the spirit of New York. The refreshed design features a palette inspired by the view from a plane window, a hidden figure-eight motif, and a voice rooted in Queens culture. The project unifies over 60 retail and dining spaces under one coherent visual and verbal identity.
The Northern Block is rebuilding its typeface library through the Next Series, reengineering its core families like Loew, Lintel, and Nurom for global, multiscript use. The project involves international collaborators and advanced interpolation systems to improve readability and consistency across scripts and sizes. The initiative reflects the foundry’s commitment to cultural authenticity and technical precision in contemporary type design.
The Brand Identity interviews NYC-based creative director Charmie Shah about her approach to building immersive brand worlds that connect identity, motion, and live experiences. Shah discusses her work for major tech clients like Meta, Google, and YouTube, emphasizing storytelling, emotion, and cohesion across physical and digital touchpoints. The conversation explores her lean studio model, process-driven collaboration, and belief in motion as a core part of brand behavior.
The article profiles animation director and illustrator Christa Jarrold, who creates 3D worlds that blend handmade textures with digital precision. Based in Margate, she uses tools like Cinema 4D and VR sculpting to craft tactile, imperfect imagery that explores the tension between warmth and unease. Her short film 'Mucky' exemplifies her approach, combining humour and darkness to comment on modern anxieties.
UnderConsideration’s Brand New briefly spotlights Pentagram’s redesign of MedExpress’s logo and brand identity. The update introduces a new sans serif wordmark and cross icon, signaling a refreshed look for the healthcare provider. The article lists tags and metadata but does not include detailed commentary or visuals beyond the before-and-after reference.
