S⎯H
GCD/CD/DESIGN

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FITXR-BRAND SYSTEM 
FitXR enables every player to break out of reality and exercise within an immersive and engaging environment. They approached TBX to refine their brand strategy and visual identity systems - unifying both brand messaging and in-game assets. So we packed our bags and headed to London to get to work. 
Brand identity system
Product design
Brand films



Forms are shapes derived from the logo - used to accentuate messaging, convey movement, and help us create a distinct look and feel for brand comms and in-game assets.


created at: Thinkingbox ███ role: creative direction, design direction, motion █ design: Tony Yu ██ Meta Quest 2 :30spot: creative direction 3D asset creation, TBX █ Creative for :30 by Meta + production by The Mill


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SELECTED WORK REEL ←  SELECTED WORK ← REEL ←  

JAANUU  LIFE IN COLOR  JAANUU  LIFE IN COLOR   

CODASHOP ▽ CODEE ▽ CODASHOP ▽ CODEE ▽  

JAANUU  BRAND REFRESH  JAANUU  BRAND REFRESH   

FITXR ♡ BRAND SYSTEM ♡ FITXR ♡ BRAND SYSTEM ♡  

PURPLE □ COOOOOOL □ PURPLE □ COOOOOOL □  

TWENTYONE PILOTS ∕∕ LEVEL OF CONCERN ∕∕  TWENTYONE PILOTS ∕∕  

PRIMER.AI  BRAND SYSTEM   PRIMER.AI   PRIMER.AI   

CANDY CRUSH → ALL STARS → CANDY CRUSH  → ALL STARS →  

MCCAFÉ ― GOOD IS BREWING ― MCCAFÉ ― GOOD IS BREWING ―  

GOOGLE △ INTERLAND  △ GOOGLE △ INTERLAND △  

SECRET LEVEL ◁ IDENTITY ◁ SECRET  LEVEL ◁  IDENTITY ◁  

TBX GEN AI  FITC SPOT  TBX GEN AI   FITC SPOT   

PARAMOUNT  SCREAM VI  PARAMOUNT  SCREAM  VI   

62ND GRAMMYS ◇ IDENTITY PACKAGE ◇ 62ND GRAMMYS ◇  

GOOGLE CLOUD  SOLVING  GOOGLE CLOUD  SOLVING   

DISNEY+ BRAND LAUNCH  ▷ DISNEY+ BRAND LAUNCH ▷  

ZOZOFIT ▲ BRAND LAUNCH ▲ ZOZOFIT ▲ BRAND LAUNCH ▲  

FX † AHS COMIC CON VR † FX † AHS COMIC CON VR †  

UFC 196 ✕ CONOR MCGREGOR ✕ UFC 196 ✕ CONOR MCGREGOR ✕  

SONY PICTURES ▶︎ ULTRA 4K STREAMING ▶︎ SONY PICTURES ▶︎ ULTRA 4K STREAMING ▶︎