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Motion Identity
Creative Brief:
When AWS rolled out its updated Brand System in 2024, motion design wasn't fully integrated due to time and resource constraints. Motion work was mostly tactical - creating templates and toolkits in response to immediate needs rather than following a broader strategy.
In 2025, we shifted our approach. Instead of treating motion as just a practical tool, we saw an opportunity to use it for distinctive brand storytelling. The focus became developing a comprehensive motion identity that would thoughtfully connect our brand elements, making our communications clearer and more engaging.
This strategic shift aimed to transform motion from an afterthought into a core element that brings AWS's brand story to life with more personality and purpose.
Process:
This project took a lot of up front work, we had some fun blue sky discovery with Daisy Chain Fall 2024, took feedback from internal stakeholder using the current system and did an audit of our current work, our industry, & parent brand. Finally we choose Vucko as our agency partner, the way they articulate the nuances of motion is why they were the clear winners to us. This is a system we developed in partnership with Vucko
First off we did a lot of motion testing, workshops and communicating between Vucko and our team upfront to get our philosophy in place. Vucko went to work moving every element in our design system, throwing the spaghetti on the wall and seeing what stuck.
Solution:
Motion Model
We knew the main objective of the project was to develop a motion philosophy or model. This would allow AWS's motion work to be consistent and follow the same playbook, for internal or agency partners to use.
People are judged by their actions, brands are no different. Customers perceive brands by the way they move. The motion model is a guiding framework that defines how a brand's values, personality, and visual identity are expressed through motion.
North Star
At the top of the model is our North Star. Keyword that guides all movement. This allows us all to be heading in the right direction while maintaining the ability to be flexible. "Builder Mentality" This theme kept coming up in our workshops. It resonated with our customers and our team. Something that we do all the time in our creative work; creating, iterating, solving. At the core of services that AWS offers.
We need to be more descriptive though, so we outlined principles.
Motion Principles
Our motion principles fall inline with the creative process at first your curious your building exploring, it’s human-driven its imperfect. Then process-driven, you narrow down specific tasks to iterate and refine. Finally there’s a solution, we always end on a solution.
Human-Driven
Process-Driven
Solution-Driven
Those help but we need more tangible behaviors that we can replicate to represent those principles.
Motion Behaviors
Here’s a few behaviors. Spatial Curves, help us navigate between content, the arches have a nod to our logo’s smile. Curiosity, the pulling apart of things, examining. Responsiveness is the process, helps things stay connected. and Arrangement gets use to a solution and organized state.
Spatial Curves
Curiosity
Responsiveness
Arrangement
So the model is set but we need to move the dial of expression up & down depending on the use case.
Expression Levels
On the left we have Inform this helps us turn down the dial allows space for clarity and on the right we have Inspire, cranking the dial to 11 being fully expressive. Left selling banking solutions, right selling startup solutions.
Inform Examples
Sequences
Inspire Examples
Sequences
Specific sequences that content creators can use to tell stories through motion. These can be added and subtracted from a piece to turn the dial of expression.
Execution:
Motion System
This comprehensive motion design initiative served agencies and internal design teams requiring brand collateral with motion elements. The project delivered scalable guidance, templated working files, and a pre-rendered asset library to empower creative partners across diverse use cases.
Guidance
Vucko developed over 100 presentation slides covering the complete motion design framework. The guidance began with motion models and art direction principles, providing high-level creative approaches before narrowing into the specific motion system components. This included detailed specifications for logo animation, typography, transitions, gradients, and other brand elements. The presentations also covered technical best practices for accessing and utilizing working files effectively, supplemented with use case examples and creative inspiration to inform partner projects.
Customization and Accessibility
Recognizing that the comprehensive guidance could be overwhelming, I condensed the 100+ slides into focused, project-specific presentations tailored to individual creative partner needs. This made the system more accessible and immediately actionable, meeting partners exactly where they needed support.Templated Working Files
Vucko created After Effects templates for common requests including type animation systems and gradient applications. As projects evolved, I developed additional specialized templates for specific requirements. These templates enable creative partners to launch projects quickly without feeling overwhelmed by the complexity of the full system.
Pre-Rendered Asset Database
To support partners seeking efficient implementation, I established a library of ready-to-use motion elements. This database includes logo animations, ambient backgrounds, and other quick-access brand motion assets, providing immediate solutions for time-sensitive needs.
Impact
The project successfully transformed extensive motion design guidance into a scalable, user-friendly system that meets creative partners at their specific point of need—whether they require comprehensive education, quick-start templates, or ready-made assets.