Why motion branding?
Our objective was to make a stunning departure from preconceived notions of what nonprofits traditionally look like – creating something that could speak to the concerns and aesthetics of XPRIZE’s new, much younger audience segment. XPRIZE had movement and dynamism at their core, and they would be operating more and more in digital-first environments. This means that the most authentic and valuable manifestation of their new brand would involve bringing the static identity to life with motion.
A Generative Approach
Scalable and future-forward in all aspects, our motion branding focused on boldness, confidence and forward progression. We used a system-oriented approach to pair this boldness with more minimal elements, keeping the look and feel clean and considered. The biggest advantage of a brand approach like this – with motion design at its heart – is the ability for a brand system to continue to be playful, surprising and ever-changing to all of its audiences for years to come.
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Credits
Creative Director
Alex Naghavi
Producer
Steph Walsh
Art Director | Animator
Ryan McShane
3D Designer | Animator | Editor
Dan Rice
Original Music
Ambrose Yu