Visual WORK IN MOTION

Mural

MOTION DESIGN, ANIMATION

I worked with the amazing in-house team at Mural to extend their recently developed brand (by COLLINS) into a motion toolkit. Our goal was to flesh out what the concept of “visual work” could mean in video communications. I worked with the brand team to develop a set of principles and tools for use in promo materials, and with the product team to integrate on-brand motion into the product experience.

ATTRIBUTES

Mural acts as a framework for ideation, giving structure to creativity. But the system only comes to life when shown alongside the user's content. This duality of structure and spontaneity can be seen throughout the visual system: We use fluid movement in product moments to embody our seamless user experience. And use a diverse color palette with a cel animation derived frame rate to evoke the humanity of ideation.

Seamless:
Fluid motion evokes a
seamless experience.

Transformational:
The changing state of collaborative ideation.

Expansive:
Two modes: generative
or alignment seeking.

MORE THAN A LOGO

As a young brand building awareness in the SaaS space, we wanted Mural to retain the existing logo animation and focus on building a stronger connection between the brand and content. So we created a suite of brand openers and closers with built in seamless transitions. This initial set of logo animations dials up the brand, retains the growing equity in the logo, and reinforces key product actions or ideas. All of these deliverables were designed for use on screens of all sizes, in multiple lengths (from super short end tags for social posts, to longer resolves with living holds). The logo library is intended to grow over time to stay fresh

TYPOGRAPHY

We built a number of type presets to embody Mural's tone of voice. These presets cater to a variety of content lengths and can be used in many different ways. Some presets are direct while others are more playful, allowing the motion to suit the content. We also focused on how to reduce cognitive load for users when clear and concise messaging is necessary.

BUILT AS A SYSTEM

After developing the components, we put the motion toolkit to use in a promo for Mural’s latest AI features (seen at the top of the page). This fast paced product promo combines product walkthroughs and brand moments to introduce new features.