FXX
"Like FX, but with more X." That was the entire creative direction for FXX, FX's new spin-off network. Rather than designing a logo, I built a world the brand could inhabit. A dynamic identity system, expressive campaigns, and an expanding cast of cultural icons transformed the identity into something that behaved as unpredictably as the programming itself.
feral & unhingedBrand Voice
To find FXX's voice, I avoided tagline speak and leaned into the way a real person actually talks when they're mid-story. I wrote this voicemail as a north star for tone: unfiltered, a little unhinged, and completely unbothered by the life he left behind.
WATCH THIS
Creative Territory
Before the system, I built the world it lives in — vans with airbrushed sharks, movie stills that feel more like memories than references. This is the visual language FXX pulls from: unpolished, a little dangerous, and never trying too hard to look cool.
MORE X
FEARLESS
Identity
I explored a brand language that refused to be reduced to a single logo. Instead, I developed a dynamic identity system where FXX could inhabit an evolving cast of cultural icons. A brand built not around consistency, but around a shared spirit of adventure, irreverence, and beautifully bad ideas.
In the wild
Designed as a flexible brand language rather than a fixed mark, the identity moves effortlessly between campaigns, environments, and merchandise while remaining unmistakably FXX.
