When I first arrived to Twitter as the Motion Design Lead, I received a crash course on the brand and design guidelines. But I quickly noticed that there was almost nothing focused specifically around motion design. And it showed it the work. While the videos were well made, they lacked a cohesiveness and branding that is synonymous with the rest of Twitter Design.
Leading a cross-department team and working closely with leadership, I took up the task of researching, developing, and implementing a set of brand motion guidelines that could be added the larger deck. My main goal was to take the Twitter Min, Mid, Max of brand expression and see how it could function with the context of motion design. It would also serve as an important reference document for internal stakeholders as they requested work from our team and outside vendors who wanted to better understand the brand identity.
Despite being approved and ready for implementation, the deck never officially made it into brand guidelines before the major shakeup at Twitter in November of 2022. But it’s still was a unique challenge that had me look at motion design less from a place execution and more as a holistic tool to help build a brand identity.