Awesome tools for a motion designer's workflow
Understanding The Brand Is The Key To Effective Communication
As a motion graphics artist, your job is to communicate on behalf of a brand. So, it makes sense that you need to really understand that brand and what it wants to say in order to convey its message correctly.
Every brand is different. It has its own unique message. Finding the best way to achieve that through motion design is key, and the only way to do that is to really get to know that brand inside out.
Any skilled motion design artist will look in-depth at a brand before even considering the direction in which to take their video. But which elements should they be looking at?
The first element to explore is brand identity. Brand’s express their identity through their logo, typography, colour palette, and retail environment. In most cases, it’s the first thing that customers notice when they encounter the brand.
The second element is the brand’s tone. This is expressed through the way the brand presents itself in both vocal and written form. It exudes through its web content, its blog posts, its voiceovers, and, of course, its videos, which is why it’s so important to understand it because you’re going to need to harness that voice in your work.
The brand’s values come next. This is everything that the brand stands for as well as the channels through which it markets itself, the associations that it makes, the relationships that it fosters, and the events that it chooses to sponsor.
Digging deeply into a brand’s background – its location and its history – allows you to tell a story in video form that truly expresses the brand’s essence.