VPNs focus on privacy, security and the dark side to being online. ExpressVPN wanted to put the power back in their users hands. We developed the strategy Shift Control to change the tired narrative. With that message at the core, the brand uses gestures we all use (swipe, drag, pinch, push, rotate and shake) to form the foundation of the system. Illustrations from Ping Zhu help to humanise and explain the complex, with a supporting illustration style developed in house.
All motion by myself, branding as part of a team.