Dovetail’s Motion Rebrand
As part of the overall rebrand of Dovetail, I worked on the motion identity. Previously, we lacked a defined motion identity so this was the perfect opportunity to establish it. We’ve established a framework that’s flexible and intentional in every frame, taking the audience on a storytelling journey, rather than just informing them of the destination. As a result, we can now create motion design pieces more efficiently, without having to reinvent the wheel each time.
During the exploration phase, we looked into the idea of using pixel blocks as a tool to either use as a transitional device or a way to form an image. In order to do this, we leaned into using Cavalry to generate those pixels for us. This type of motion gives the brand an impression that it listens and reacts to everything it’s fed, much like our customer intelligence platform.
Customer intelligence in motion
Typography
Typography plays a key role in any brand identity. I made these with the intention of making them feel precise and intentional. Dovetail is a platform that helps companies understand their customers better by providing them with actual data and not rely on a hunch.
Easing
I made custom easings so there will be consistency on how motion would land. With the help of AI, we were able to make a dockable After Effects script that allowed us to apply an easing with a simple click of a button.
Depth
Dovetail digs through mountains of data in order to provide its users the insights that they need. I used the z-axis to visualise the how each moving part plays a role in developing the big picture.