CoCreate Animation Redesign
A redesigned animation highlighting CoCreate’s mission to support designers, students, and founders through a collaborative, creative workspace.
Client
CoCreate
Scope
Brand Animation Redesign
Tools
Adobe After Effects, Figma, Apple Motion
Role
Brand Motion Designer
Project Overview
CoCreate is seeking to redesign its brand animation to attract more designers, students, and startup founders to its community through compelling visual storytelling that is both polished and on-brand. The existing animation requires stronger creativity, with the challenge being to craft a professional, dynamic animation that inspires interest and encourages people to connect with the community.
Design Approach
Before producing CoCreate’s brand animation, I researched the market space by analyzing companies with strong branding and user engagement strategies. I identified key competitors such as Dropbox, Slack, and Fiverr, who successfully drive engagement through effective branding and marketing practices. I reviewed their video content, jotting down specific elements that inspired my initial sketches.
Insights:
Dropbox brand animation is fluid, reflecting the user experience and symbolizing collaboration and effortlessness
Slack brand animation is quite dynamic and lively, representing team work
Fiverr brand animation is simple yet visually striking, representing a workforce of skilled professionals
ReAnimation Process
After completing the competitive research, I sketched ideas that represent CoCreate’s branding including the competitors brand animation to see what motion technique is best to use making it visually appealing and creative for audiences to join the community frequently.
For the first wave, I sketched eight different ideas that aligns with the client’s expectations. As the client glanced over the sketches, offered critical feedback that will help me create the draft video. Only three sketches were approved meaning I would need to iterate the sketches for the next wave and present to the client.
For the second wave, client requested a rain drop effect along with an animation in which the logo splits into two different shapes that come together at the end.
I used Adobe After Effects to apply CoCreate’s brand guidelines to ensure color and typography match the styling. With the assets in placed, I utilized add-ons to apply certain effects for the animation to look smooth and compelling. Each animation use different styling from CoCreate’s style guide, allowing me to be creative. Once the draft version of the video was complete I asked for the next round of feedback to see what iterations I need to make that establish their goal.
Thank you for reading!