iflix is the world’s leading entertainment service for emerging markets with a compelling selection of TV shows, movies, originals, sports and news available wherever, whenever. Based in Kuala Lumpur, iflix has more than 25 million subscribers across Southeast Asia. Breaking into a saturated market needed a bold identity. The use of an italic wordmark created a sense of movement and was further strengthened by the negative space between the i and x alluding to the play button.