Service · Motion graphics
Motion graphics and brand animation
Motion can explain too.
Motion graphics use design and animation to put messages, data and visual elements into sequence. At Mariona Agency we develop pieces that help present an idea, explain a process or bring an identity to life. We work on rhythm, typography and composition so that movement has a clear role within the communication.
Giving each element its moment
Animation lets you decide what appears first, how two concepts relate and how long a piece of information needs to be understood. Those decisions can simplify complex content or give character to a short piece.
We start from the message and the brand’s visual system. We build a sequence and define how its elements behave: entry, transition, hold and exit. Movement should support the reading and stay consistent with the brand’s tone and the context in which it is played.
How we see motion graphics
When everything appears at once, a complex message gets lost.
We give each element its moment: when it comes in and what it relates to.
Movement supports the reading and the idea is understood step by step.
Animation: all the elements on a screen appear at once and get in each other’s way; they are given an order and a moment, and then come in one by one, title, data, relationship and conclusion, at the pace of reading.
Clear Flow and Human First
Good motion is barely noticed: it guides the eye and sets the reading order. We define rhythm, transitions and hold times so that every figure can be read without rushing and the piece also works without sound.
We animate for the viewer, not to show off technique. We give every idea time, we respect the data and we adapt the piece to the screen it will be seen on.
What we can animate
Identity and brand assets
We develop behaviours for logos, typography and graphic elements. The motion rules can be applied to openers, end frames and other pieces of the visual system.
Explanations and processes
We organise concepts through sequences, diagrams and visual relationships. Every transformation should help people understand a change or a meaningful connection.
Data and presentations
We give rhythm to figures, charts and messages in corporate or event pieces. The animation respects the data and allows enough time to read it.
Content for digital channels
We create pieces and adaptations for web, campaigns and social media. We adjust proportions, length and text density to the conditions of each use.
A sequence that works without distractions
Before animating, we review the composition and the narrative through key frames. That way we can check what will be understood at each moment and where there may be too much information. When a piece has to play on a loop or without sound, we build that into the structure. Expressiveness comes from decisions about rhythm and form, without adding effects that compete with the message.
How we develop the animation
Understand
We review the content, the brand, the medium and the playback conditions.
Clarify
We define the sequence and the role of motion in the explanation.
Design
We prepare the storyboard, key frames and animation.
Refine
We fine-tune timings, transitions, legibility and the relationship with sound.
Launch
We export the agreed versions and formats.
Questions about motion graphics
Do we need to have filmed footage?
No. A piece can be built from typography, shapes, illustrations and data. It can also combine animation with photography or filmed footage when the story needs it.
Can an existing identity be animated?
Yes. We study its assets and define a behaviour in keeping with its personality. Not every brand needs the same rhythm or the same degree of expressiveness.
Will we be able to reuse elements in other pieces?
A system of assets or templates can be included in the scope. It is best to define what will be updated, and with which tools, before developing the animation.
Let’s put the idea in motion
Share the message and where it needs to appear. We’ll define a sequence that helps people understand it and remember it.
Let’s talk about animation