Motion design is a powerful way for every brand to build an engaging and memorable experience in the minds of its customers. It's also one of the most intuitive methods to communicate your brand's values, message, and character.
Understanding how the different motion patterns affect human perception is a powerful tool for communication in the hands of every marketer. It doesn't matter what industry your brand is in. This fundamental principle can help you effectively implement motion into your brand.
Imagine your brand in motion from the very begging.
Before jumping into production, gather references and consider how they match your brand's personality, culture and audience. What would be the most intuitive way to explain your brand's idea through motion? How can this idea be ingrained in all relevant brand touchpoints?
An example of that approach is Department of Noise, a Swiss audio branding studio. They envision a world where a clear, emotional and authentic identity is the main currency for the commercial success of any business or organization.
We expressed their unique approach through a motion-led visual language inspired by decomposing sound, light and emotion. We aimed to reflect the bold, coherent and objective brand DNA of a team that ultimately helps other brands start to speak human.
Convey what your brand is about.
Is your brand dynamic, progressive, and active, or is it calm, reassuring, and projecting safety? How can the animation speed affect your brand's message and influence customer perceptions?
Mentessa is on a mission to build a connected learning culture and reach 1 billion people in the workplace by 2030. We helped them express their diverse and dynamic culture through a fast-moving "M" symbol representing their product's transformative effect on their customers.
On the other hand, learning new skills is a slow process which requires patience, persistence and open-mindedness, so we balanced that aspect of the brand with a loop motion that gives a feeling of completion and collaboration.
Imagine how your brand feels.
Once you've gathered all the relevant references and determined what motion patterns align with your brand personality, values and messaging, it's time to start testing. Ask a designer to create several options. Play around with the timing, easing, and anticipation, and see what works and what does not.
Once you have settled on a particular direction, see how it compares to the rest of the brand's visuals. Do they complement each other? What is the feeling you are left off when you see it all together? Is it all work as a comprehensive system?
If everything looks flawless, you can start thinking about how to keep everything consistent in the years ahead. Start by creating a motion guide section in your main brand guideline document. This document will ensure that all stakeholders understand how the brand should "move" and will enable you to work safely with various design teams on future campaigns.