A brand film and motion branding were developed for the credit service provider auxmoney to introduce a new corporate design. The goal was to translate the company’s brand values into the field of motion. To this end, motion principles and application examples were created for the company’s own brand portal.
Auxmoney
motion branding for brand relaunch
Client
Auxmoney
Konzept, Animation
Sebastian Zeeden
Auxmoney motion curve
Elements at Auxmoney move organically and humanly. The movement curve is based on movements in nature and can be divided into two parts. The first part is the ease-out curve.
This is used when objects come into the picture. The second part, the ease-in curve, describes the movement when objects leave the image.
Surfaces & transitions
The coloured areas and their content are connected to each other and must not overlap. In the case of a two-dimensional transition, one area ‘pushes’ the other out of the picture and does not ‘overlap’ it.
Elements located on the surfaces move in the same way as their coloured surfaces.
Typography
The movement of the font on Auxmoney is unconventional and refreshing.
Typographic elements enter the image from the right. This principle can be applied in varying degrees of detail to words, lines or entire paragraphs.
Glow
The Auxmoney glow expands from outside the image to its full size.
Illustrations
One-line illustrations always build up from a line from left to right. If the illustration contains an area, this should build up as soon as there are enough intersections between the line and the area. The scaling anchor point should come from the direction of movement.