PROJECT
This project started with a simple brief: create a teaser for a chair.
Rather than focusing solely on the product, I decided to take the concept further by developing a fictional furniture brand around it.
This led me through the entire process of building a brand, from defining its core values, name, manifesto, and creative concept to developing its visual identity.
This foundation shaped the direction of the final teaser, a fully 3D animated piece combining kinetic typography and motion design, created using Cinema 4D, Redshift, and After Effects.
NAME
From early on, it was clear that I needed to define a name for both the furniture brand and the chair.
I started by brainstorming around a set of core values, which helped shape the brand's identity.
CORE VALUES
A brand that is young, vibrant, cutting-edge, yet unpretentious.
It aims to create products with an elegant, contemporary design that is simple and accessible to everyone.
WOOD
Wood represents matter.
In India, it is a symbol of the universal substance, or prime matter.
In China, wood is also one of the Five Elements, representing the East and Spring.
Translated from Dicionário dos Símbolos, by Jean Chevalier and Alain Gheerbrant.
XYLO
Word-forming element meaning "wood", from the Greek xylon: "wood cut and ready for use, firewood, timber; a piece of wood; stocks, a plank, beam, or bench."
From Etymonline
TYPEFACE
Rethink Sans Regular
Rethink Sans Medium
Rethink Sans Semibold
Rethink Sans Bold
THE BRAND
We are Xylo.
A brand with deep roots, but open-minded.
Where gestalt meets accessibility.
Where form follows function.
Where function follows purpose.
VALUES
Xylo is for everyone, anyone, everywhere.
Simplicity drives purpose.
Beauty takes character.
COLOR PALETTE
QUADRA
After going through the process of developing the Xylo brand, I set out to build the concept for a chair.
A chair that follows the same spirit and essence of Xylo.
A chair that, like Xylo, is timeless, yet state of the art.
CREDITS
CREATIVE DIRECTOR -
DESIGN & BRANDING - ANIMATION & 3D
Guilherme Gomes