MOTION AS A BRAND LANGUAGE
I led the development of a scalable motion system for Synchrony, translating brand strategy into consistent principles, behaviors, and reusable tools across digital, social, video, product, and experiential touchpoints.
— PROJECT INFO
Role - Creatie Director / head of Motion
Scope - Motion strategy, creative direction, system development and toolkit design
Objective - Establish a unified motion language that strengthens brand recognition and creates a clear, approachable experience
The Challenge
Inconsistent motion behavior across teams and channels
Existing guidelines open to interpretation,producing uneven execution
No shared framework for pacing, transitions, hierarchy, or brand-element behavior
UNIFIED BRAND EXPERIENCE
The Synchrony logo animation became the foundation of the system. Its qualities, strength, unity, and grace informaed a broader motion languagebuilt around purposeful curves, controlled pacing, and dynamic transitions. I translated those principles into guidelines, toolkits, and presets that gave teams a practical framework for creating consistent work at scale.
— PROJECT OUTCOME
Consistency at Sclae
The system aligned internal teams and external partners around a shared motion language, improved consustency across brand touchpoints, and created a more cohesive, confidentm and human experience.