Rough by design: A motion direction for Xplore Studios
Xplore Studios is a future-facing initiative within INGKA, built to challenge the status quo and explore new ideas, partnerships, and business concepts. To bring their newly developed brand identity to life, I created a motion direction to bring Xplore’s values of curiosity, agility, and innovation to life.
Timing
Client
Role
The result is a set of principles that makes the brand feel unapologetically experimental and delightfully low-fi — a mix of scribbly frame-by-frame loops, intentionally low frame rate, and no-fuzz type animations. We played with contrast throughout: high-energy bursts followed by soft, slowed-down sequences. The animations feel handmade and human, grounded in IKEA’s legacy, and designed to feel unfinished — like ideas in progress.
Low frame rate
Jitter Scribbles
Tempo shift
Paper folding
3D movement
Typewriter
With simple tools, playful techniques, and an intentional low-fi, the motion direction is designed to be expressive without being expensive. It’s rough by design, in the spirit of creative exploration — enabling anyone working with the brand to tell big stories with humble means.