belö — modern furniture

Building a motion identity system for a modern furniture brand based in London, United Kingdom.

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To See The Full System We Delivered

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System We Delivered

Duration

12 weeks

Client

Concept

Identity & Motion

Kent Wood

The Challenge

Using the brief, our task was to establish the brand digitally by communicating in ways the competition could not — in motion.

Problem

The Challenge

Problem

Using the brief, our task was to establish the brand digitally by communicating in ways the competition could not — in motion.

The Solution

Most competitors rely on celebrities or influencers to endorse their furniture brands.

Strategy

The Solution

Strategy

Most competitors rely on celebrities or influencers to endorse their furniture brands.

As a means to differentiate ourselves in a crowded market, we decided to create a unique motion language instead. Through repeated movement patterns we could communicate directly to our target audience, with the aim of engendering trust and conveying a sense of familiarity through strategic repitition.

Moves that are repeated tend to resonate strongly in the minds of viewers which leads to increased brand recognition. Our strategy was to use these animated design elements in rhythmic sequences to establish a cohesive motion identity for the brand's messaging across social platforms (feeds).

As a result of AI, social media has become inundated with content. Brands now compete for likes, shares and clicks (engagement) in ways they haven't had to consider before.

Video and motion content is an underutilised marketing tool that stops the scroll! Some studies suggest it boosts engagement upwards of 1200% when compared to static imagery.

Messy

In-Between

Messy

In-Between

The Process

To define how our brand behaves in motion: we developed motion principles, behaviours, timing scales and a signature motion curve (the conductor of the system) which outlined the overall easing of all elements that moved.

MOTION PRINCIPLES

SIGNATURE MOTION CURVE

This wasn't an easy or straightforward process. Movement needed to connect with our demographic by mimicing everyday household activities. While still remaining considered and approachable.

Developing this system took countless storyboard iterations, lots of motion tests (animatics) and an extensive exploratory phase. The vast majority of concepts did not survive this culling process. However, that's the way we discover motion that truly aligns and captures the essence of a brand's personality, tone & voice.

MOVE

BOARD

NO MORE MOODBOARDS

First step in the ideation of motion concepts. This was used as a collaborative tool to curate inspirational elements that helped us establish a creative direction for the system.

Working along with clients we can choose both static & kinetic elements that align with our motion principles. Here we turn thoughts into visuals. Any imagery or animation chosen should convey an emotion that fits within those principles.

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To See Completed Moveboard

Focuses only on motion-specific aspects of the brand.

Rough

Sketches

Pre-Visualisation [Lo-Fi]

So much work goes into the behind-the-scenes thinking and concepting to create movements that land. The aim was to stress test the viability of our creative direction and chosen motion concepts.

It was important for us during this step to totally exhaust all creative ideas. Through a process we called motion identity development; we utilised standard pre-visualisation techniques such as storyboards, style frames and animatics.

Standard pre-visualisation techinques

The Outcome

In the end, all moves were synchronised into one motion identity system that scaled seamlessly across all touchpoints; i.e. digital platforms, social media feeds at various aspect ratios. Designing compositions mainly in 16:9 | 9:16 | 3:4 and 1:1

Impact

The Outcome

Impact

All movement patterns were delivered via user friendly templates. Which will empower creative teams to efficiently produce branded social content for marketing purposes.

Each motion asset is repeatable, scalable and fully editable. Making it easy to implement fresh content seamlessly across media; giving the brand a motion identity that remains consistent. This consistency boosts brand recall, gains trust and converts more sales!

The following visuals show examples of our motion system in action.

Motion systems are delivered as fully editable, well-organised projects; making it easy for in-house teams to adapt and extend.