LinkedIn
During their brand design reboot, LinkedIn teamed up with BUCK to build out their motion language. Together we crafted a strategic system that centers on the"Trusted Teammate," LinkedIn's brand persona that drives every touch point of its visuals and voice. I spearheaded our collaboration from kick-off to close, working with the LinkedIn brand team to deliver a comprehensive motion style guide. Months of strategy, brand philosophy, and systems development culminated in a motion language and animation toolkit as trustworthy and dependable as the industry experts they connect.
"Direct"
"Natural"
"Engaging"
Trusty traits
By first determining the character traits that would drive interactions with a Trusted Teammate, we were able to extrapolate various movements based on actions that a teammate would take with us. Dependent upon context, LinkedIn animations use one of the following tools to evoke various subliminal responses:
"Support"
"Guide"
"Reveal"
"Nudge"
Tools of the trade
Equipped with this toolkit of animation templates and a robust Motion Style Guide covering everything from character animation to lower thirds, LinkedIn always has a philosophy behind each and every instance of brand motion.
Credits
Studio: BUCK
Executive Creative Direction: Kevin Walker
Brand Strategy & Art Direction: Marla Moore
Design: Devin Matthews
Character Art Direction: Janice Ahn
Animation Direction: Kendra Ryan
Animation: Esteban Esquivo, Kyle Griggs, Nick Petley, Lisa Kim, Raf Araujo, Aradhana Modi
Production: Nick Terzich