Motion Design Strategy & Ownership

Case Study

The Problem

  • Motion design had informal ownership and workflow

  • Explainer videos were handled ad-hoc by the Creative Director

  • Animation opportunities across campaigns and the website were largely unused

  • Motion tasks competed with other priorities, leaving motion design underutilized

My Role & Decisions

  • Took ownership of motion design across campaigns and digital experiences

  • Created a motion branding guide defining timing, easing, and style principles

  • Identified opportunities for motion in marketing campaigns and social content

  • Introduced micro-interactions on the website to enhance engagement

  • Partnered with marketing to integrate motion into campaign assets

  • Enabled the Creative Director to focus on higher-level strategic work

Impact

Motion design became an available and scalable part of the creative workflow.

  • Established clear motion standards for the team

  • Created cohesive animation across campaigns and website experiences

  • Expanded motion use across marketing, social, and digital assets

  • Freed leadership time for strategic creative direction