--- title: "Leges Motus — X Gravity" description: "An automotive apparel brand created from nothing: strategy, identity, product, production, content and a Shopify storefront." url: https://xgravity.co/work/legesmotus.html --- [Work](https://xgravity.co/work/) / Brand + Build # Leges Motus A brand built to move. ![Leges Motus, image 1 of 8](https://xgravity.co/assets/work/legesmotus/01.jpg) ![Leges Motus, image 2 of 8](https://xgravity.co/assets/work/legesmotus/02.jpg) ![Leges Motus, image 3 of 8](https://xgravity.co/assets/work/legesmotus/03.jpg) ![Leges Motus, image 4 of 8](https://xgravity.co/assets/work/legesmotus/04.jpg) ![Leges Motus, image 5 of 8](https://xgravity.co/assets/work/legesmotus/05.jpg) ![Leges Motus, image 6 of 8](https://xgravity.co/assets/work/legesmotus/06.jpg) ![Leges Motus, image 7 of 8](https://xgravity.co/assets/work/legesmotus/07.jpg) ![Leges Motus, image 8 of 8](https://xgravity.co/assets/work/legesmotus/08.jpg) 1 / 8 An automotive apparel brand created from nothing: strategy, identity, product, production, content and a Shopify storefront. What we did Brand creation, Identity, Product, Production, Shopify, Content ## The problem Car-culture apparel is crowded with sweepstakes brands and mass-produced graphics. Standing out meant meaning something to people who actually drive. ## The idea A mantra instead of a slogan, "Driven. Relentless. Perpetual.", carried by limited releases, story-driven artwork and community events. ## The work An L and M combined into a mark of perpetual motion that reads the same upside down, a custom typeface, sub-brands like Leges Motus Racing and CultR, edition-based Mantra Marks, the Broken Dreams collection, and the AXIO concept car with a reference system that keeps it consistent across shoots and video. AI-assisted workflows run through production and content. ## The result A working direct-to-consumer brand with products in market, in-house production, a Shopify storefront, a growing content system and an expanding audience. ## More from the project ![Leges Motus, image 9](https://xgravity.co/assets/work/legesmotus/09.jpg)![Leges Motus, image 10](https://xgravity.co/assets/work/legesmotus/10.jpg)![Leges Motus, image 11](https://xgravity.co/assets/work/legesmotus/11.jpg)![Leges Motus, image 12](https://xgravity.co/assets/work/legesmotus/12.jpg)![Leges Motus, image 13](https://xgravity.co/assets/work/legesmotus/13.jpg)![Leges Motus, image 14](https://xgravity.co/assets/work/legesmotus/14.jpg) [Next projectSpada Scura](https://xgravity.co/work/spadascura.html)