The impact of motion in branding

By Dave,

July 2022

Branding is becoming more adaptable and personalised. For brands to have longevity, they need to do more than sit statically on business cards, posters or websites. Having a brand that moves has become a vital component to increase engagement in a digital world that never stands still.

Great brands are born from great ideas

Building brands based on ideas is a great place to begin. We like to think of our projects as unique solutions which have a sense of meaning and personality within them. The typeface, colours and brand assets all need to be symbiotic of this idea in order to form a deeper meaning. It's how we use these elements to convey the messaging which is important to the audience.

We're surrounded by motion on a daily basis

Screens are everywhere now. We spend a lot of time looking at computers, phones, tablets and TV screens. Sometimes all at once. This creates opportunity for design and the moving image to play its part.

We're discovering new methods of digital communication on a daily basis, so for a brand identity to punch through the noise it's important that a brand has the ability to adapt to a large range of media. What separates great brands from good ones is the ability to seamlessly adapt and evolve without losing its core meaning. A brand must be able to evolve over time without losing equity, and to do so it should stay true to the values and strategy set out at the beginning.

A conversational sexual harassment campaign for VPU Wales brought to life with motion

Without motion your brand can get lost

In 2022, digital media accounts for 79% of advertising revenue and users are consumed with non-stop feeds full of video, motion design and content that is dynamic and engaging. Therefore brands not only need to attract attention, but also maintain it for that short time. Static content is far less effective and eye-catching when used alongside more engaging video content. It is vital that a brand's personality can connect with its audience, and one of the most engaging ways to do this is through video and motion.
Elise Dopson, Databox
A social video promoting a sale for
CCFC's kit launch campaign launch video

Kinetic brand systems

A brand system is an extension of the identity, and its sole purpose should be a visual vehicle for delivering a message to the audience. It is vital that this is flexible and can engage in a multitude of ways, tell a story and captivate audiences.

A digital recruitment company which communicates using 'The Shooting Pixel' a digital first brand system
A brand system that acts as a data-gathering vacuum to measure, monitor and analyse air pollutants

Where does motion fit in?

It's important for clients to consider how motion design and movement fits into their brand project budget. Motion design is a highly skilled practice and takes a lot of time and effort to plan and execute, so this must be factored into projects. Nowadays a brand is used by a number of people, so having a brand that moves is vital in a world that is evolving everyday.

Our strategy

At Toward, when we create brands we think about how they tell a story. Our presentations are always fuelled by a strong brand narrative. We always consider how the brand system could work in motion, as it’s such a vital way of bringing a brand to life, demonstrating its potential and capturing the imagination of its audience.

If your brand needs an injection of energy and you want to bring it to life, talk to us about how we can help.