SimplePractice: Logo Animation
SimplePractice is an Electronic Health Record keeping company looking to rebrand themselves and appeal to wider audience. They brought me on to help with this rebrand, overseeing the motion design aspects of it. They wanted to move away from what felt like a dated pharmaceutical commercial, with fluid movements and a soft tone, to something that had more snap, increased the energy, and felt more like a tech company.
The logo animation that myself along with another motion designer worked on was the first step in this process. We had to carefully balance the quick hits with the delicacy of the butterfly motif that is the centerpiece of the SimplePractice brand. Once we got that down, it became the north star which we used to build out the rest of the motion design system.
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