Alibaba Cloud ET

I created the motion language for Alibaba Cloud ET, an AI platform blending real-time processing and machine learning to tackle diverse practical issues like traffic, power grids, and healthcare.

Alibaba’s ambition was for ET to be not just a tool, but a partner in people’s lives. Wolff Olins’ approach to visual identity was motion-first - starting with relatable motion behaviours of the brand to humanise AI processes. We had to create an interface that would feel natural, friendly and human, as well as decidedly future-facing.

Creative Director Emma Barratt
Designer Sidney Lim
Motion Designer Matthias Hoegg