Test and iterate
One of the best ways for brands to stay culturally relevant and meaningful is to continually evolve. This is the realm of strategic design optimization, where modest investments in evolving a brand offer immediate impacts. Regularly test and refine your motion identity to ensure it aligns with changing audience preferences and platform trends, collecting and analyzing engagement metrics to make informed decisions for further optimization.
Set for success
A motion identity has become a necessity for brands aiming to stay competitive. It helps capture attention, differentiate from competitors and create memorable brand experiences that build both immediate and lasting relationships. What better tool than motion graphics to tell Uber’s evolving story as a platform for global mobility? The company’s 2018 rebrand came at a time of significant change, with new leadership and a strategic shift from growth-focused rideshare company to people-centered platform helping the world move. A new visual identity and motion system tied all the new brand elements together. Five years later, the identity is still going strong.
By carefully designing and evolving a motion identity, any brand can ensure it stays relevant in today’s video-driven landscape. Go one step further—reverse the typical branding process to make motion identity the primary driver, as entertainment brands do—and you’ll edge ahead of the curve.
