Exclaimer’s Brand Motion Identity
I worked for six months as the Brand Motion Specialist, collaborating with a team of seven designers to expand the Exclaimer brand. My role involved envisioning the brand's movement and creating a systematic approach to it. I created a motion system and promoted its use across various brand touchpoints, including events, paid advertisements, social media, websites, and videos.
TIMELINE
6 Months
ROLE
Brand Motion Lead
WHAT I DID
- Direction
- Animation
- Design
- Motion System
TOOLS
- Figma
- After Effects, Illustrator, Premiere, Photoshop
- JSON Lottie, Bodymovin
The Challenge
- Expanding a static brand identity into motion.
- Create a flexible yet coherent motion language that complements the current visual identity and scales.
- Maintain motion consistency across different outputs (events, social, web, video ads) managed by different teams, externally and in-house.
My Role & Contribution
- Leading the development of the motion design system.
- Defining core motion principles (timing, easing, transitions, choreography).
- Creating reusable motion templates.
- Developing documentation/guidelines for internal teams and external agencies.
- Collaborating on applying motion across multiple active projects.
Exclaimer's Motion System
This was a collaborative effort that resulted in a summary of our design achievements. The primary contributors were the Head of Design, the Copywriter, and I. We chose to document our work using Confluence, a flexible online tool. We compiled all the brand guidelines, including the Motion section for which I was responsible.
Check here the motion guidelines (structure).
Process
The process began by establishing key principles. Based on these principles, we defined the typography in motion, various transitions, logotype animations, icons, and calls to action. We also created lower-thirds and video applications to showcase examples. This documentation included examples, tutorials for non-experts, an explanation of the motion workflow, and brief requirements. Additionally, we defined the style of music and sound effects.
Key Principles
The key principles revolved around infinite motion, reflecting the brand’s core mission to expand its presence. We developed this metaphor using waves to imitate their natural movement through principles like Momentum (continuous looping), Human care, and Energetic. From this overarching theme, we delved deeper and applied these concepts to various brand elements.
Kinetic Type
Profile cards
Web Animations - JSON Lottie
Web - Email Signature
Check the Lottie File here.
Tutorials and Documentation
I created various documentation on web animation, including guides on exporting Lottie files and JSON, as well as importing and exporting videos using presets and motion workflows. This documentation has been very beneficial for the team, as many designers had only a basic understanding of After Effects. With the templates and tools I developed, they could work more independently and enhance their skills.
Brand Applications
Hero Web Animation
Events: Brand video for MadFest 24'
Promotional 30-second brand video for Exclaimer at Madfest, an international marketing festival in London. Aimed at a networking audience, we produced a visually engaging piece that was concise yet impactful. The video highlighted Exclaimer’s brand and addressed the evolving needs of modern marketers, capturing attention in a dynamic environment.
Results: There has been an increase in customer sales and brand awareness within the marketing industry.
Events & Promo: Saastr Video
An explainer video was created to promote and communicate the product benefits. A sales tool used on onboarding, warming leads and also promotional events.
