Unmind Motion System

Client ︎︎︎ Unmind
Role ︎︎︎ Toolkit creation, Motion design, Templates creation

Motion and animation are what make a brand feel alive. They’re essential to creating a dynamic ecosystem that resonates. With this project, I set out to build a motion system that didn’t just complement the core brand guidelines but offered flexibility, room to grow, and, most importantly, stayed true to the brand’s essence.

My approach centered around two main goals: creating a clear motion language with guiding principles, and designing smart templates. These tools allow editors and freelancers to create assets quickly and efficiently, with the freedom to explore while staying true to the brand.

The motion system covers every aspect of the brand’s movement language. From values and animation principles to type in motion, logo treatments, and transitions—each piece is crafted to ensure a seamless, cohesive look that feels unmistakably like the brand.

The toolkit was created on Notion so it’s accessible to anyone in the organisation as well as freelancers.

Building Smart Templates

Basic templates for text and color changes can only go so far. I wanted these templates to feel empowering, giving users plenty of control and flexibility without risking consistency. Each template has smart features that adapt to different needs.

For example, users can control when animations exit, eliminating the need to cut, extend, or freeze frames. The type animation speed can be adjusted based on text length, keeping the pacing just right. Brand-approved fonts are selectable via a dropdown, preventing off-brand choices. Plus, users can toggle elements like logos, backgrounds, and transitions, making it easy to align with the brand’s look across different assets.