With consumption habits increasingly shaped by video content, motion identity has become an essential asset for brands to express themselves authentically. Motion graphics help create a living, coherent and strategic extension of a brand’s essence.
A motion identity is not just a nice addition. It’s a core ingredient that allows a brand to breathe, speak and act across every channel where it meets its audience. Because a coherent brand moves with purpose. And a brand that moves with purpose endures.
Why it matters
There are plenty of reasons why a motion identity helps meet strategic goals. It turns your brand into a true business asset that...
- Boosts impact. A well-designed animation captures attention in seconds. We see it every day—on reels, product demos or homepages. Motion speaks to our instincts and helps create deeper connections.
- Expresses personality. The rhythm, the way a logo appears, how a typeface unfolds or a graphic behaves… these are powerful cues. And the best part? They don’t need translation.
- Activates strategy. Motion reinforces the key elements of your brand from a place of authenticity. It makes the experience feel more complete.
In sync with visual identity
A motion system only works when it’s built from strategy and rooted in the brand’s visual universe. First comes authenticity, then consistency—and as much autonomy as possible through a set of clear, easy-to-use rules. The goal isn’t uniformity. It’s coherence. So that the brand breathes with the same rhythm wherever it shows up.
To make this possible, you need an operational mindset, too. Preparing your most-used motion assets—like a logo animation or specific transitions—empowers teams and turns motion into a scalable and impactful tool.
A powerful motion identity is born from authenticity
Designing motion requires technical precision and aesthetic sensitivity. That’s why, at Soluble, we never start with tools or effects. We start with meaning.
A good motion system is the reflection of a clear strategy and a well-defined identity. What matters is intention. You should know why the logo enters from the left. Why that curve accelerates when it does.
In the projects we lead, motion is a direct translation of personality. Take RatedPower: motion helps explain complex ideas in the energy sector with clarity and precision, reinforcing their positioning as a tech-savvy, professional brand.
More than just animating a logo, we built a motion system aligned with their narrative: leading the energy transition with intelligence, clarity and speed. The result? A motion identity that supports RatedPower at every touchpoint—expressing exactly what it is. A brand driving change through technology without losing its human touch.
Nomada’s visual identity, in contrast, was designed for those who’ve made the world their home and movement their lifestyle. So its motion identity couldn’t just evoke dynamism—it had to transmit calm, clarity and a sense of care.
The challenge was clear: design a motion experience that guides. The logo rotates like a compass, and translucent, floating tags give the feeling of a slow, intentional breath—like knowing everything’s under control.
Hartem is a brand that embraces error as part of the creative process. It doesn’t just sell fine art supplies—it creates a space, both physical and emotional, where artists feel free to try, fail and create. That same philosophy is embedded in its motion system.
Here, motion isn’t about impressing. It’s about reflecting what’s human, imperfect and expressive in the act of making art. The animations carry rhythm, texture and attitude. A system that follows you through the store, as if part of your own creativity.
We’re talking about strokes that move like they’re alive. Not perfect or rigid, but loose, textured and full of intention. Organic rhythms. Non-linear transitions. They don’t follow a strict pattern—they emerge and fade with unexpected flow, just like the experimental spirit of the brand. Errare artem est.
AI to help brands move forward
AI is already part of the motion workflow for many brands. It opens up new ways to amplify creative capacity and increase efficiency.
At Soluble, we use AI to bring our motion identity to life more effectively—giving video the space it deserves in places where it once felt like a luxury.
In our case, motion is structural to how we build our brand. From typography to transitions, our animated systems support every piece we share and every connection we make.
When strategy leads the way, AI doesn’t improvise—it amplifies. It helps us translate the essence of a brand, iterate with agility and maintain coherence even when the content scales. Technology is foundational. But it’s never a competitive advantage without the expertise and judgment of the people behind it.
