Amazon MX Player

Amazon MX Player approached us to create a motion identity for their OTT platform.

An OTT platform doesn’t live in one place. It exists across multiple touchpoints, each with a different context and energy - from show openers and trailer outros to mobile app loading screens, connected TVs, and social media promos.

Instead of proposing a single logo animation, we pitched a motion system. A flexible, modular identity built to adapt across formats without feeling repetitive. Something scalable, and designed for how OTT platforms actually behave.

We reset the landscape. How are OTT platforms building identity through motion today? Where does MX stand?
What feels new - and what already feels tired?

We mapped key touchpoints first, from splash screens and trailer intros to show openers and exclusive bumpers. Then we studied both global and Indian platforms. Some invest in distinct motion systems. Others rely on static logos or reuse the same animation everywhere.

A few patterns became clear. Static loading screens feel like dead time. Strong platforms build recall through movement, not just typography. And using the same ident across every context slowly reduces its impact. Outros especially demand flexibility for evolving CTAs and content tags like ‘originals’, ‘exclusive’

After the first phase of research, we aligned on a clear strategic direction, defining the formats, duration constraints, and flexibility the motion system would need.

With that clarity, we stopped thinking about deliverables and started thinking about the world MX Player should move in. What’s the core theme? What does pressing play actually feel like?

From there, we moved into motion explorations. Across multiple directions, we tested how MX could behave in motion, not just how it could look, pushing the identity from minimal and graphic to cinematic and immersive.

As the stronger routes evolved, we refined them further, integrating the full Amazon and MX Player lockup, tightening pacing to fit three seconds, refining motion physics, and stress testing clarity and scalability.

Not every direction was meant to be final. Each one helped define what felt distinctly MX.