vsco's motion principles guide
PROBLEM :
VSCO needed a motion principles guide to ensure consistent brand presentation and messaging across all short-form social media content. The guide would serve as a resource for external partners, providing a clear set of principles, assets, and tools for designers, copywriters, and creatives to follow in executing content that aligned with the brand.
SOLUTION :
Drawing inspiration from VSCO’s brand ethos of putting the creator at the centre, we developed the motion principles around the photography process—featuring transitions that evoke the tactile experience of contact sheets, filmstrips, and photo development. We focused on elements like contact sheets, filmstrips, and the photo development process, using them as metaphors for visual transitions and motions. This approach created a dynamic, hands-on feel that aligned with the brand's creative journey.
To visualise this, I crafted detailed storyboards in Figma, refining each frame to ensure the narrative of motion felt cohesive. From there, I built a suite of animated assets and templates that captured this tactile design system subtle flickers, gentle pans, and layered transitions that evoke the feeling of flipping through visual memories.
The final motion principles guide guarantees consistent visual presentation across all motion templates, enhancing brand recognition. It provides external creative teams with clear, actionable instructions, streamlining content creation. The four distinct templates offer flexibility to present various content types while maintaining a cohesive aesthetic. This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE : Senior Motion Designer
AGENCY: Wpromote
VSCO needed a motion principles guide to ensure consistent brand presentation and messaging across all short-form social media content. The guide would serve as a resource for external partners, providing a clear set of principles, assets, and tools for designers, copywriters, and creatives to follow in executing content that aligned with the brand.
SOLUTION :
Drawing inspiration from VSCO’s brand ethos of putting the creator at the centre, we developed the motion principles around the photography process—featuring transitions that evoke the tactile experience of contact sheets, filmstrips, and photo development. We focused on elements like contact sheets, filmstrips, and the photo development process, using them as metaphors for visual transitions and motions. This approach created a dynamic, hands-on feel that aligned with the brand's creative journey.
To visualise this, I crafted detailed storyboards in Figma, refining each frame to ensure the narrative of motion felt cohesive. From there, I built a suite of animated assets and templates that captured this tactile design system subtle flickers, gentle pans, and layered transitions that evoke the feeling of flipping through visual memories.
The final motion principles guide guarantees consistent visual presentation across all motion templates, enhancing brand recognition. It provides external creative teams with clear, actionable instructions, streamlining content creation. The four distinct templates offer flexibility to present various content types while maintaining a cohesive aesthetic. This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE : Senior Motion Designer
AGENCY: Wpromote
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