The XFL is an American football league headed by Dwayne 'The Rock' Johnson and Danny Garcia, featuring teams across the United States in mid to major-size markets. The two founders had decided to rebrand the XFL ahead of a 2023 relaunch, which was put in the good hands of the good folk at R/GA. Working with the team in New York, I was brought into the project to help establish the motion principles for the brand and deliver foundational assets such as the official logo animation, motion templates and more.
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OUTCOME
Motion Principles
Motion Design
The logo animation was designed around the concept of 'dash', with the letters streaking in from all angles. A nod to the burst, speed, ferocity and lateral movement of the players and action on the field. Fast-paced. Blink and you'll miss it. We applied this same ethos to the broader motion language, and through to an eventual brand motion toolkit. This toolkit was loaded with preset transitions and kinetic type templates, and was sent direct to the XFL's partner agencies ahead of the relaunch campaign. The XFL relaunched in February 2023 with its first game pitting the Seattle Sea Dragons against the D.C Defenders.
Project Legends: Augustus Cook + Brittany Messenger + Dillon Diatlo + Bruno Da Silva + Elaine Li + Paulo Assuncao + Bidnam Lee + Gene Perelson + Kaitlyn Frysztak + Divia Padayachee + Pete Jones + Rafael Rodrigues + Kelli MacDonald + Kyle Bunch + Tom Morton