Working with the team at Herman-Scheer, I developed a unique motion system that works to elevate the brand and highlight different elements that can be used across deliverables.

Taking inspiration from the smile vector brandmark, this became the main defining element of this direction. The simplest idea of a line creates a whole system of motion that is unique and interactive to each individual. I consistently refer to the line to tell a story and be used as a tool to connect all of the elements of this direction.

The gradient is one of the most important tools in the motion identity that can be easily adjusted and manipulated to convey emotion and transform the user experience.