GOODMAN - Motion Guide and GFX Package
Role: RnD, Strategy, Animation, Build, Code
Role: RnD, Strategy, Animation, Build, Code
Client: Goodman Group
Agency: Yonder
Agency: Yonder
The world's most innovative brands understand that motion language is essential. Brand assets today are constantly moving and establishing brand awareness through identifiable movement is crucial.
At Mello, we believe animation speaks to a brand's heart with its own brand voice - not just nice animation but animation with a distinct way of communicating. We work to create motion that is instantly recognisable – in every ebb and flow, every in and out, every on and off – in everything we do.
A great example is our recent work for global industrial property specialist, Goodman Group. Working with creative agency Yonder, we were asked to develop a motion language that was unmistakably Goodman. And we did just that.
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We were asked to develop a motion language that was unmistakably Goodman.
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At Mello, animation speaks to a brand's heart with its own brand voice
Mello developed five distinct motion principles that echo the core design principles and personality traits established by Yonder. Our motion design represents the Goodman brand in a way that is consistent, recognisable and unique.
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DESIGN PRINCIPLES
Space is precious
Leave space for more
Contain every space
PERSONALITY TRAITS
Smart
Authentic
Reassured
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ANIMATION EXPLORATIONS
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Early in the discovery phase we established a treatment of visual media within the motion guide. Shapes and forms were clear cut enough to assign their boundaries as part of the language. Movement was then elegantly synchronised, with no element sharing a pixel or imposing on the space of another.
Introducing the 'window' mechanic
We identified a need to anchor imagery as much as possible and we utilised, what we call, the 'window' mechanic to reveal content beneath.
This window system served two bespoke purposes that were critical for Goodman’s motion language and toolkit.
Firstly, it ruled out any unhinged sliding and moving of the visual media itself. Setting media to the confinement of a window not only created a unique look but also gave us the ability to draw attention to specific parts of images as needed - allowing us to reframe and reveal bigger parts of the story that were once hidden but always present.
Secondly, the window served a more technical purpose. One of our end goals was to develop a simple and highly functional motion toolkit. One that gave Premiere editors the ability to arrange and sequence imagery and footage on their timeline, and then add motion graphics overlays on top. We achieved this with simple graphic overlays containing ‘reveal windows’ which are easy to use and fast to render.
FIGJAM proved to be an invaluable tool for this project, allowing seamless collaboration like never before with our internal teams, Yonder and Goodman. It served as a home base for each sprint; a digital whiteboard of ideas, references, facts, inspirations, tests, problems, oversights, challenges, hopes and dreams. All in one place and always up-to-date.
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Our MOGRTS ensured the creation of
high-quality motion assets.
high-quality motion assets.
The final stage of this project was the creation of a Motion Playbook guideline for Goodman. This consisted of two important parts - the first established Goodman’s motion guideline principles and framework, the second built and programmed Goodman’s Motion Asset Library - a robust package of user-friendly code-driven assets, including lower thirds, transitions, supers, text animation presets, and MOGRTS. Our MOGRTS ensured the creation of high-quality motion assets, regardless of whether the editor was Premiere-only or an advanced After Effects artist.
