In an attention-starved digital panorama, static model identities merely do not reduce by any extra. Whether or not it is a micro-interaction on a cell interface, a kinetic brand that breathes throughout social platforms, or a full-scale rebrand constructed on behavioural logic, movement has develop into elementary to how audiences expertise manufacturers in the present day.
Model-building platform Frontify just lately hosted a webinar exploring this game-changing shift, as a part of its Rebranding Redefined sequence. The occasion introduced collectively Mitch Paone, inventive director at DIA, and Simon Chong, inventive director at BUCK.
Learn on as I share their finest insights into practicalities, pitfalls and strategic considering behind motion-first branding.
From ornamental to strategic
We’ll begin with a very powerful level first. The elemental query is not whether or not manufacturers want movement any extra. It is when movement stops being window dressing and turns into central to model technique.
“Movement turns into strategic, not ornamental, when it defines how a model behaves, not simply the way it seems,” Mitch explains. “That is what we name at DIA a kinetic id, a system the place movement expresses behaviour over type. When time itself shapes a model’s logic, movement determines rhythm, construction and continuity at each touchpoint.”
This in itself is not new. Mitch traces the lineage again to broadcast design from the Nineteen Sixties and Nineteen Seventies, later reimagined in the course of the MTV period. “The MTV idents had been radical for treating the brand as a dwelling, modular organism that continually reinvented itself but maintained coherence,” he notes.
For Simon, the shift occurs when movement is taken into account from the outset. “Movement can do far more than ‘make issues transfer’,” he says. “It stops being ornamental once we begin to contemplate it as a strategic object. At BUCK, our roots are in movement design, so we’re naturally incorporating movement all through the method, particularly in our upfront, exploratory phases, to encourage and unlock the model id system.”
Crucially, movement—with its inherent storytelling and emotional qualities—bridges the hole between summary model technique and tangible inventive expression extra successfully than static design.
“Probably the most tough and rewarding challenges in model id work is translating technique into inventive expression,” Simon explains. “Movement is arguably a way more efficient bridge as a result of its inherent qualities—storytelling and emotion—mirror technique’s intent to make clear and encourage.”
Constructing scalable movement programs
So how do you create movement that works throughout a complete ecosystem? “The secret’s to view movement as a behavioural system, not a set of animations,” Mitch insists. “Scalability emerges from constructing a construction that generates movement, one which encodes and organises behavioural ideas at each stage.”
By the use of instance, he factors to DIA’s 2018 work with Squarespace, the place movement, proportion, typography and construction had been developed concurrently. “Working with François Rappo on the Clarkson typeface, we embedded movement ideas instantly throughout the typography, with clear behavioural logic governing acceleration, rhythm and spatial relationships that scaled throughout functions starting from promoting to consumer interfaces,” he remembers. Seven years later, the id endures.
Simon takes an identical line. “Model identities are usually fabricated from the identical core components, together with brand, color, kind and graphic language,” he says. “We must always now contemplate movement as an integral ingredient in a model’s toolkit, as important as color and kind.”
Work by Buck for JP Morgan
A well-designed movement system additionally must dwell in a spread of environments. “It ought to have sufficient flexibility to permit for varied ranges of expression, from quiet and delicate to enjoyable and expressive,” explains Simon. “It must also be capable to adapt to totally different contexts, making a cohesive throughline throughout the model, from helpful product interactions to attention-grabbing out-of-home executions.”
Making the enterprise case
So how do you promote these concepts to purchasers? Mitch reckons it requires reframing the dialog.
“I do not actually consider it as promoting any extra,” he says. “Movement is not elective; each model in the present day exists in movement by default. Whether or not it is a web site, a cell app or an interface, time and behavior are integral to how individuals expertise id. So the dialog is not ‘Do we’d like movement?’ It is ‘What sort of movement defines us?'”
He warns that contemplating movement after a visible rebrand results in inconsistency. “When movement is taken into account solely after a visible rebrand, as with our initiatives for Mailchimp and Pinterest, it results in inconsistency and compromises. The lesson is evident: for coherent, scalable movement, behavioural logic have to be foundational, not retrofitted later.”
However the place, particularly, is the worth? Simon frames this round three pillars: consistency, effectivity and engagement.
Work by DIA for Mailchimp
On consistency: “Movement can assist to raise each the in-product expertise and advertising and marketing executions, whereas offering a constant throughline between the 2.”
On effectivity: “By investing in movement design earlier within the course of, they are going to have a extra complete model system.”
On engagement: “As each model lives by screens and digital functions, movement is an extremely efficient instrument for each its capability to inform tales and evoke emotion.”
Widespread pitfalls
In order that’s learn how to do it. However what about how not to do it? Mitch identifies one of many largest pitfalls as “the ‘retrofit’ mindset: making an attempt so as to add movement to a course of that wasn’t designed for it. It virtually at all times ends in one thing that feels disconnected. You may make it look good, but it surely will not behave nicely.”
There’s additionally the problem of cultural disconnect. “Most studios are nonetheless cut up between branding and movement worlds, every with its personal language,” Mitch observes. “Model designers talk about grids, typography and id manuals; movement designers assume in sequences, storyboards and narrative storytelling.”
This will result in deep misunderstanding. “I’ve heard so many occasions from designers that ‘This may look higher in movement’,” says Simon. “In fact it should, but it surely’s not the position of movement or the movement designer to resolve the design drawback! We have to cease considering of movement and design as separate disciplines at reverse ends of a timeline. They’re much extra interconnected and contingent than ever.”
Pointers that work
A conventional model pointers doc focuses on look. However movement pointers are totally different. “They should outline particular behaviours,” Mitch says. “The query is not simply ‘what strikes’, however ‘how and why does it transfer?'”
At DIA, the main focus is on documenting movement logic. “That features ideas like timing, rhythm, easing, acceleration and responsiveness. For instance: ‘All transitions use 400ms ease-out for growth, 300ms ease-in for contraction.’ This creates a respiratory rhythm by which components broaden confidently and retract shortly. That easy rule, utilized persistently, creates persona.”
Technical documentation, although, is not sufficient. “That you must outline why one thing strikes, not simply the way it strikes,” Mitch insists. His answer is refreshingly sensible: “Somewhat than saying an organization is about ‘openness and empowerment’, we ask: Does your model really feel extra like Paul Rudd or Brad Pitt? Los Angeles or New York Metropolis? These are concrete references everybody can grasp and translate into behaviour.”
Work by DIA for Squarespace
Equally necessary is supply. “The period of PDF model books must be lengthy behind us,” Mitch argues. “What groups want now reside programs and toolkits, dynamic environments that may be activated with out friction throughout design, product and advertising and marketing.”
To this finish, Simon advocates for a cascading system. “On the high finish is the model technique: what the design must persistently talk total. Beneath which are high-level design ideas that inform your entire system. Within the center are pointers and best-practice examples. And lastly, templates, toolkits and ongoing workshops.”
This recognises that practitioners have various experience. “Extra skilled designers would possibly solely want the high-level ideas and examples. Much less skilled individuals can use the templates and toolkits,” Simon explains.
Actual-world examples
So what does all this seem like in observe? Simon highlights two current BUCK initiatives. Notion’s AI Assistant makes use of delicate character animation to make synthetic intelligence really feel pure. “With simply eyes, brows and a nostril, the crew crafted playful behaviours that reimagine typical UI states—eyebrows that wave whereas considering, a face that momentarily falls aside for errors and extra.”
For JP Morgan Funds, in the meantime, movement was infused instantly into the model’s visible language. “Linework turned our basis; a dynamic system of straight traces, circles and squares that strikes with intent, symbolising the seamless world connections Funds facilitates daily.”
All in all, this was an enchanting dialogue, and here is some nice information. Frontify’s subsequent episode in its Rebranding Redefined sequence, Tradition is the brand new model foreign money”, takes place on 2 December 2025 at 10am EST/3pm GMT. Join free at frontify.com to proceed exploring how fashionable manufacturers are evolving past conventional id programs.
