Matt Bolton
Creative Director, Founder
In their own words
Formula E asked MOX to blow up the existing identity and start again. They wanted a visceral reaction. Love it or hate it, just don’t shrug.
We went for a Marmite icon. It throws you at first, then it grows on you, and that’s what keeps it standing up in five seasons. You read the E immediately. The F is what you find afterwards.
Everything we do is about world-building. Increasingly, it's something people can physically step into.
Articles & interviews2
- Mox refreshes Formula E identity for Gen4 era
Mox has refreshed Formula E's identity for the forthcoming Gen4 era of the electric motorsport championship. The system combines a forward-leaning 30-degree icon, bespoke velocity-based typography developed with All Purpose Studio, and an energetic palette led by Surge Purple. It will roll out across championship touchpoints ahead of the 2026/27 season.
- Clients Launch In-House Agency, Raising Pressure on Traditional Agencies
Creative Boom's July Booms & Shakes roundup reports senior hires, internal promotions, new divisions and retail launches across the creative industry. Highlights include Oliver hiring former TikTok executive creative director Tom Skinner, Mother Design opening an analogue-craft shop in Los Angeles, and MOX launching its experiential brand-design division MOX/WORLDS with a Formula E brief.