Lead Designer & Motion Artist: Hannah Cusworth
Design Director: Vlad Gorshkov
Project Manager: Sokha Ang
Campaign animation guidelines for Morning Consult
The challenge: Morning Consult’s Most Trusted Brands™ report is one of the business insights company’s most prominent marketing campaigns for new SaaS sales leads each year. The report itself is the definitive measure of brand trust, showcasing the companies and products that have earned consumer trust throughout the past year. With a creative marketing deliverables list nearly 3x the volume of its previous year, and a short timeline to execute, I was challenged with how to meet the delivery deadline without sacrificing the quality (and therefore impact) of our designs and overall visual identity of the campaign.
The solution: Knowing we would need to implement an all-hands-on-deck approach with multiple designers building everything from social graphics and emails to video promos and landing pages, I wrote and designed animation guidelines that outlined the proper use of brand and campaign identity elements. The guidelines included links to easy-to-implement After Effects templates and .mp4 assets that I built to be used across all video content supporting the campaign (e.g. report word mark animations, text animations, transitions, and decorative animated graphics to add texture and engaging visual intrigue to our videos). This allowed designers to work asynchronously while maintaining consistent representation of the Most Trusted Brands™ report’s visual identity. No matter who created the assets, we maintained a uniquely recognizable campaign identity that stood out from competitors and remained memorable in the minds of consumers.
The result: We experienced more than 3x the number of report downloads than the previous year’s campaign with a significant increase in new sales leads for the company’s proprietary data collection software.
Animation guide
Animations in use
Teaser promo
Report word mark animation
Social reel
Associate Creative Director, Art & Interactivity: Hannah Cusworth
Creative Director: Jessica Lacombe
Creative studio partner: Foreign Correspondents’ Club
Brand motion toolkit for One Medical
The challenge: Within two weeks of joining the One Medical creative team, I identified a lack of visual consistency in our video and motion assets. We lacked a standardized toolkit for motion designers, resulting in varied logo and text animations. Furthermore, recent market research revealed low brand recognition, with only 1 in 4 people in mature markets recognizing One Medical.
As custodians of the brand's visual language, the creative team plays a pivotal role in creating a unified and compelling image for effective audience resonance. A cohesive visual identity fosters reliability and instant brand recall, crucial for a lasting consumer impression. Addressing the consistency issue was not just about aesthetics; it was a strategic move to reinforce brand integrity, trust, and market impact.
The solution: I worked closely with the lead animator at Foreign Correspondents’ Club to create a set of motion graphic assets that would unify One Medical's video work and make it feel consistent, credible, and recognizable. This toolkit would also continue to serve as easy plug-and-play templates for motion designers to leverage when building motion graphics for video projects.
Animation toolkit deliverables included:
Logo animations
Lower thirds
Custom transitions and screen wipes
Copy and data overlay styles
Custom text animations
Multi-panel content wall
Select toolkit animations
Logo animation
Text overlay animation
Lower third animation