smlXL

smlXL · Brand Identity

The brand identity for smlXL, developed by DIA Studio, centres on a modular and kinetic design system for the technology sector. The project manifests across diverse media, from large-scale digital outdoor installations and physical signage to a comprehensive web interface and generative design tools. At the core of the identity is a focus on high-contrast, geometric typography. Using vibrant colour palettes of pink, blue, and green, the visual language utilizes motion graphics and animation to create rhythmic, patterned surfaces. The work integrates glitch art and generative patterns, allowing for dynamic content scaling and interactive user experiences that define the platform's modern aesthetic.