Motion Guide

Animation Lead.
Defining motion principles and a scalable system
for consistent brand application

Objective:

Motion across the brand lacked consistency and clear direction
Difficult for teams to apply animation in a structured way
Risk of motion becoming distracting rather than supportive
Needed a scalable system to maintain consistency across global teams
Required motion to support and strengthen the new brand identity

Role:

Animation Lead within a small team, contributing to the development of motion principles and guidelines
Worked closely with team to explore, define, and apply motion across the brand
Contributed to the creation of templates and examples used across teams

The Challenge:

The goal was not to create something flashy, but motion that felt like it belonged to the brand.

It needed to sit behind the visuals, supporting them in a way that felt consistent and natural.

At the same time, it had to be simple and clearly defined, so teams of different skill levels could apply it across global markets.

Insight:

Motion needed to follow the same principles as the brand.

Built on precision, structure, and the way space is used.

Rather than becoming a feature, it needed to be controlled, purposeful, and part of a consistent system.

Almost like a production line, where elements move in and out quickly and with intent.

The Approach:

We started by exploring motion through a series of animation tests, allowing us to experiment with how elements behave within the system.

This revealed that the brand itself should lead the motion. Anything overly expressive or loose felt out of place, while precise and controlled movement aligned naturally.

From there, we defined clear rules for how elements enter, move, exit, and interact.

These rules were developed into a set of practical examples and a motion guide that could be easily used across teams.