VSCO
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 equips external creative teams with clear, actionable guidance, simplifying and streamlining content creation. Four distinct After Effects motion templates (Creator Sessions, Preset Launches, Pro Spotlights, Selects) are also included, allowing for flexibility across a range of content types while ensuring a consistent visual language.
This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE
Art Director / 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 equips external creative teams with clear, actionable guidance, simplifying and streamlining content creation. Four distinct After Effects motion templates (Creator Sessions, Preset Launches, Pro Spotlights, Selects) are also included, allowing for flexibility across a range of content types while ensuring a consistent visual language.
This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE
Art Director / Motion Designer
AGENCY
Wpromote
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Symbols
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Program symbols
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Transitions
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Type system
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Creator sessions AE template
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Presets AE template
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Pro spotlight AE template
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Selects AE template
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