Working closely with the team at 2x4, we were tasked with infusing motion into Instagram's well-known brand hero: the glyph.

We set our sights on a solution that could flex to a variety of themes - from functional to expressive - and balance both serious and light-hearted usage. The process involved a wide range of explorations, from experimenting with more abstract movement to pulling from familiar UX motion behaviors.

The result (above) is reduced and refined, bringing a refreshed energy to the entry point of Instagram, welcoming all in.

Double taps all around!

Below is a selection of initial explorations.

Client: Instagram
Directed By: 2x4
Executive Creative Director: Georgie Stout
Associate Design Director: Paul Hoppe
Design Director: Donnie Luu
Producer: Emily Green
Animation: Jordan Scott