Brand world

Client ︎︎︎ Unmind
Role ︎︎︎ motion design, illustration, art direction

As Lead Designer at Unmind, I created and developed motion systems and language, bespoke animations and illustrations that lived across social, product, platfrom content, blog posts, data visualisation, and marketing materials. The brand’s pure 2D illustrative style let me really flex, fine-tune and love every single motion curve and keyframe.

Unmind’s tone of voice is human, warm, and authentic—as befitting a mental health and wellbeing brand. With that in mind, I built every motion piece with classical animation fundamentals in mind, and gave every illustration a subtle, hand-drawn feel.

Below are some of my favourite motion and illustration pieces.

UNMIND MOTION SYSTEM

Motion and animation are what make a brand feel alive. They’re essential to creating a dynamic ecosystem that resonates. With this in mind, 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.

Wellbeing Masterclass

An online course crafted to help organizations build exceptional mental health and wellbeing strategies in the workplace.

I wanted to create a design that is both innovative and true to the brand, I developed a dynamic,flexible grid system with color blocks and geometric shapes. This approach allowed for fresh, polished visuals with infinite variations. The main identity uses our primary colors,while each module has its own distinct palette from our brand guidelines.

In terms of motion design, I focused on adding nuanced secondary motion and spending alot of attention and love on the motion curves to elevate the production value of the content.
Key results (as of launch in October 2024)
︎︎︎£1.9 million influenced across 13 deals
︎︎︎450 leads

SWR X Unmind

Unmind partnered with South Western Rail to provide a soothing landscape playlist for the daily commute. I created the art direction, illustration and motion across social, marketing and OOH. The campaign was featured on the BBC and the Guardian.

Trends 2030

For the yearly trends report we went with a retro 80s broadcast style that felt nostalgic and approachable, we kept true to our brand style with heavy sprinkles of 80s look and feel.

Key results
︎︎︎ £16.8m influenced across 82 deals
︎︎︎£1.9m sourced across 10 deals  & 2k leads