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Motion Graphics·2023·Kinetic Co.·Berlin, DE

Kinetic Co.

A motion studio needed a motion identity. The brief was almost absurdly open — make something that moves as well as their work does. We built a kinetic system that lives in every format they produce.
6
Weeks
80+
Motion Assets
12
Formats
3
AE Templates
SCROLL
PROJECT OVERVIEW
SERVICES
  • —Motion Identity
  • —Title Sequences
  • —Social Content
  • —After Effects Templates
  • —Sound Design Brief
CLIENT
Kinetic Co.
DURATION
6 weeks
LOCATION
Berlin, DE
YEAR
2023

A motion studio needed a motion identity. The brief was almost absurdly open — make something that moves as well as their work does. We built a kinetic system that lives in every format they produce.

THE CHALLENGE

Most motion identities are static logos that get applied to moving pieces as an afterthought. Kinetic Co. wanted the opposite: an identity system that is fundamentally kinetic — that only makes sense in motion. The still versions are intentionally incomplete. They exist to create anticipation.

THE SYSTEM

MOTION FIRST, STATIC NEVER

The mark is a set of geometric forms — four squares in a 2×2 grid — that break apart, rotate, and reassemble into new configurations. Each configuration maps to a different content type: long-form, social, narrative, title.

S
STATE 01 — NEUTRAL
4×4 grid, equal weight
S
STATE 02 — ACTIVE
Staggered reveal, 240ms offset
S
STATE 03 — TRANSITION
Elastic ease, 360ms
TIMING LANGUAGE

EVERYTHING IS A BEAT

We built the entire system around a 24fps grid with a 120ms base unit — the equivalent of 3 frames. All transitions are multiples of this unit. The result is a system that feels musically coherent even without audio.

T
TIMING GRID
120ms base unit, 7 duration levels

Timing is to motion what kerning is to type. Get it wrong and nothing else matters. Get it right and nobody notices it — they just feel it.

— Marcus Webb, Motion Director
DELIVERABLES

A SYSTEM YOU CAN HAND OFF

The project ended with three After Effects template files, a comprehensive motion guidelines document, and 80+ pre-rendered assets across every format from 9:16 to 2.39:1.

A
AFTER EFFECTS TEMPLATES
3 master files, 24 compositions each
A
ASSET LIBRARY
80+ renders, all formats

The template system reduced Kinetic Co.'s production time for branded content by 60%. New team members are up and running within a day.

THE PROCESS
01

CONCEPT

Two weeks of pure exploration. We animated 30 different system concepts before landing on the 2×2 grid. Most were immediately wrong. The right one was obvious.

02

TIMING

The timing language came from studying the client's existing work across 200 pieces. We reverse-engineered the patterns that made their work feel theirs.

03

DELIVERY

Template build and documentation. Every composition includes annotated layers, custom controls, and comments explaining every timing decision.

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