Motion Guideline & Principles, Motion Toolkit
As part of the brand’s realignment by Strichpunkt Design GmbH, I developed a comprehensive motion concept for HUK-COBURG’s new corporate design. The objective was to position the brand in a more flexible and modern way, ensuring it is fully prepared for the demands of the digital transformation.
Client
HUK Coburg
Agency & Rebranding
Strichpunkt Design GmbH
Motion Strategy, Motion Guideline & Principles, Motion Toolkit
Sebastian Zeeden
Exploration & Motion Principles
Based on the new brand tonalities, fundamental motion principles were defined. A central element is the unique “Shield Motion Principle,” which was derived directly from the geometry of the HUK logo, giving the brand a distinctive visual dynamism.
Adaptation to Digital Touchpoint
The developed principles were consistently applied across various digital touchpoints to ensure a seamless and cross-media brand experience.
Documentation & Guidelines
To ensure design quality, the motion guidelines were detailed and documented within the brand portal on Frontify.
Scalability through Toolkits
A comprehensive motion toolkit for Adobe After Effects and Premiere Pro was developed to streamline daily workflows. It provides both internal teams and external partners with the essential tools to create consistent, brand-compliant animations.
The result is a modular and clean motion system that translates the HUK-COBURG identity into the digital era. It combines functional clarity with a unique visual language, creating a striking brand presence across all motion formats.
Let’s explore how we can bring your project to life together.
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