Project Details:
When I joined the team, an outside agency was handling all things motion x video editing. I immediately identified the need for guidelines, rules and a scalable system. The brand was launched about a year or two prior with no motion work done in-house, so it was the perfect time to bring all the work back in and defined. The appetite to bring motion to social, video and product launches was evident. As the only designer animating, I needed to create a system that could be easily navigated and referenced. Some pain points and learnings revolved around others following this system and "sticking-to-the-plan". I explored this project with the whole brand in mind and not thinking about it in a project based mindset. Documentation was essential to communicate and distribute the system amongst the other designers. As we found projects that needed motion GFX I started to explore and carry on approved styles and including it into the system.
WHY
> Use motion to establish a brand personality
> To bring expression to big moments
> Need for an in-house motion system
GOALS & AUDIENCE
> To have an established system that can be scaled
> Documentation + assets ready for 3rd party creatives
> Ready to go assets for other designers to use in-house
> Everyone consuming Postscript content on all marketing channels (a.k.a everyone beyond the e-commerce world)
WHAT WAS DONE
> Explorations and iterations
> Documentation
> A/B Testing
> A Jitter workspace + set of templates created
> Naming system created to enable referencing / efficiency
Team Credits: CD - Ryan Holmes
See this system in place + more motion projects:
Midnight Madness
Case Study Rebrand
The Strategy Sessions
Onsite Opt-In
