Process:

First I did an audit of how the block designs were used across the customer landscape previously. I concepted and ideated on different ways these blocks could move on screen based on keywords and language around what the blocks represented. This process caused some confusion and unnecessary cycles of iteration. What the team & I decided that we needed use some newly formed brand strategy to influence how the blocks moved. This helped me tremendously instead of relying on subjective words and language around what the blocks meant, we now how the key information to inform the movement. With these principles established I was able to concept some options which lead to a quick solution.

Solution:

Duality was a guiding principle I leaned into, the push and pull of elements
“Create a movement that communicates the multifaceted nature of our business and our customer”. I thought of how the different blocks could push and pull together but then eventually move out 2d space to 3d space to form the composition while the edges of blocks stayed connected. This would make the whole thing feel seamless and like a functional mechanism which is what we’re trying to communicate as a tech company. While testing it out I immediately felt that I was heading in the right direction and went into the weeds of developing a rigging system that could out put the multi composition needed. Along with fine-tuning the easing of the movement of blocks.

Execution: *nerd alert!

Now that the motion and compositions where approved it was my job to deliver these to the whole AWS marketing organization for use. I needed to deliver 3 different composition, in 4 different color sets, in a toolkit that could be easily shared with different internal designers and agencies

Compositions:

Developing a rig in cinema 4d was crucial so that the each composition looked and functioned the same between the 3. There was a plugin on the market that would subdivide a cube in x and y space but I needed to create a rig for the extrusion of the blocks in z space, I used the expresso panel to connect the edges of blocks using some math that linked the z size of the blocks with the z space position.

Coloring:

Looking at the coloring of the static compositions. I knew I could create a greyscale animation for each composition then in After Effects colorize it to match each of the 4 colorsets. This would save on rendering times and redunices that would cause unnessaccy visual incunsities between the colorsets along with more project files to manage. The end result created shadows details that the designers of the static compositions couldn’t replicate in their 2d software, causing not only my motion but the static design to be the final design offered to the organization.

Toolkit development:

With each composition and color set rendered out. I added these to the toolkits that are available via the AWS design portal. I used the essential graphics panel within AE so the designer only need to select one block compoisition then with drop down menu they can switch between the different compositions and colorsets to find the right one.