At the centre of the system is the “squircle” — a soft geometric shape designed to feel fluid, expanding and constantly evolving. As the company is commonly referred to as “GX”, naturally rhyming with “flex”, the brand leaned into ideas of adaptability and movement. Soft modular forms intentionally contrast against the rigid typography and sharp wordmark, creating tension between operational structure and human flexibility.

Alongside the identity system, the project included UI design, rollout support, legal brand implementation and custom AI prompting systems used to generate stylised campaign imagery across the wider brand ecosystem.

Developed with Rebecca McKee