Art and animation

ALEX is composed of an expanding group of products, each with its own visual identity. Though distinct, each product’s art and animation style draws from a shared group of philosophic and practical attributes. These attributes serve as an ALEX visual DNA, which binds our products with a stylistic cohesiveness while allowing them the latitude to embody a style best suited to their own needs.

All art in ALEX embodies our philosophic attributes:

1. Trustworthy

We project trustworthiness in our art and animation by crafting professional and intelligent work. Well-finished art made by a skilled hand and thoughtful mind supports our users’ impression that people of expertise are assisting them in their decision making. Our work projects quality, and feels high-end even when we’re being light. We’re thoughtful about our art, and are careful to imbue it with surprise, cleverness and personality rather than cliché, and blandness. 

2. Easy to use

By focusing on clarity in our art and animation, we assist the user in quick and thorough understanding. When explaining a concept, we pair with the copy or script in a way that enhances the user’s comprehension. When editorializing, or offering an ironic inflection on the central message, our perspective and intent is apparent without effort. When serving as ornament, our work does not distract or beg interpretation. 

Deciding when to explain, to editorialize, or to ornament is as important as how we do it. Our primary function is always to explain. The concept being communicated, if of any complexity, should be aided by our work. When the information being presented is basic enough that it would not benefit from visual support, we work with the writer to determine how we can best serve the piece. We editorialize when we feel the copy or message would benefit from added humor, while not creating a distraction or barrier to understanding. We serve as ornament when the page or screen simply needs visual interest and life. In these cases, our goal is to create that interest and bring personality to the content, while not drawing the eye or disrupting page hierarchy.  

In all our work, we insist upon maximum efficiency. Brevity serves clarity.

We also advocate for not using art at all. Though there are instances where ornamental or editorial art brings value to the larger work, it just as often can create clutter, or serve as a handicap for under-realized design or scripting. Art should be used when necessary. We should always be able to communicate what the art’s function is, and why its presence is necessary.

3. Enjoyable

By maintaining humanness in our art, and allowing it to retain the feel of the maker’s hand, we help make pleasurable what could otherwise be uninteresting tasks. The creator is apparent through style or perspective. Even when dealing with rigid forms, we retain personality. We strive for the user to make a human connection with us, and not just engage with a dimly glowing screen.  

We do not make faceless, obvious, safe, “corporate” art. We also do not make art that is childish, cloying, or otherwise patronizing. Our best work fits comfortably in its context while maintaining an unexpected and attractive sensibility. This human feel, and respect for our users, makes our work likable.