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.
Typography uses a range of motion behaviors based on hirerchy and purpose. From functional to expressive, adapting its behavior to the message while maintaining calirty, hirerchy, and brand consistency.
Illustrations were intentionally animated at a lower frame rate to preserve theirlandcrafted character. This created a warmer, more expressive rhythm that clearly differentiated illusrtation from the smoother motion used for UI and functional experiences.
Each icon was brought to life through a distinct aniimation while following a consistent behavioral system. The animations were built as a scalable Lottie library for use across digital touchpoints.
Sharing the ease curves and presets made the system easy to sclae from digital experiences to environmental content including the NYC Experience Center.
— PROJECT OUTCOME
Consistency at Scale
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.