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"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/4084f52b-dc9b-4b1a-98f7-a091b5d80369_rw_1200.gif?h=1d510bcaa648cbd38648d41d117c5787)
"Direct"
!["Natural"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/da25cb12-5fa8-4850-bc7e-f22bb73516e8_rw_1200.gif?h=3c737de909d03181b3155d182135f56b)
"Natural"
!["Engaging"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/38d57181-6d31-445d-80df-7b3bcef6f3e7_rw_1200.gif?h=21e381af61574f520cf19b338af33c8e)
"Engaging"
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/549c291c-b581-4140-b8aa-42a910fe54f6_rw_1920.jpg?h=3995ae653a2ff7c5a82bfb8c96ba147e)
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"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/8de02cba-7bad-41a9-8f00-cab0b49fb053_rw_1200.gif?h=5a1911a7c658839e76bd94073a31959f)
"Support"
!["Guide"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/49d2ec67-874d-4645-b4d2-725cc508ac35_rw_1200.gif?h=faa293590190b51ea4b69fa27878a64a)
"Guide"
!["Reveal"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/1e143b83-f526-47e6-bf42-e457a5bd1efe_rw_1200.gif?h=fe499c5bd5ca9fffbaa380eb96ebe567)
"Reveal"
!["Nudge"](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/2cb1c310-96b8-45a8-8534-be50d4554eca_rw_1200.gif?h=5c0c36b39674863ac63305d0d7f1281f)
"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.
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/987e26f0-5b77-410c-9634-0db0762ddd6a_rw_1920.jpg?h=a5cc7e0b191a86bfa2565e05082be685)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/32c0f6a1-210d-4124-aaf1-adbc5c58008c_rw_1920.jpg?h=317eff8a94831fceac617c41311b7b4f)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/0fba228c-7d8d-4979-a1ad-ac2472cb9afe_rw_1200.gif?h=42772f6a80a981e3845b26da1e87388e)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/1a2dcdde-3174-4bbb-8c91-b1fde4379e37_rw_1200.gif?h=c95167e8dfe129fd922a8f2b232acb45)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/64b3d163-0826-496c-8984-a149a3bcfac6_rw_1200.gif?h=6438ccfeeb79e318070ad129f9d1329a)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/3b636d42-70cf-4941-a7c0-710293f35ba1_rw_1920.png?h=b8e95af3f672822a0e0bac3234283f3c)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/c2a5af7c-f28d-4303-ac4b-ce5842d91eb5_rw_1920.png?h=9237dda0329532234c12679811c551c5)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/5f987401-e2b3-49df-804e-22c8bdb9bb33_rw_1920.png?h=2c54bf7d61ef6c0adcacc92be56bfd4f)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/ee58e557-1d10-429a-86fe-9302eebcfea9_rw_1920.gif?h=415b114398a8aaf84c018c4c0fa923a2)
![](https://cdn.myportfolio.com/aac6b561a67097d48665d22a569ce20d/65302776-ce9d-433a-aa3e-4d22f45cc03d_rw_1920.jpg?h=ccdce63fb505526eb5b1cc12c96ac085)
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