Partnering up with our Uk based Associates at Counterpart, we developed a set of motion principles to reveal the branding for Square Enix’s latest addition London Mobile. We created motion principles derived from the haptic gestures which one uses when playing a game on your mobile phone which we felt was fitting alongside the logomark. The launch of London Mobile was to put people first, empower them to make small actions that add up to big things! This is progressive play.