Brands that breathe with animated identity
With consumption habits increasingly dominated by video, animated identity becomes an essential asset for a brand to express itself with authenticity. Motion graphics resources help create a living, coherent, and strategic extension of its essence.
Animated identity is an indispensable ingredient for a brand to breathe, speak, and act across all channels where it connects with its audience. Because a coherent brand moves with purpose. And a brand that moves with purpose endures.
The whys
There are many reasons why having an animated identity helps meet strategic objectives, turning the brand into a business asset that…
- Multiplies impact. A brand that moves well captures attention in mere seconds. We see it every day in reels, presentations, or a website's homepage itself. Movement draws human attention and helps create more meaningful connections.
- Conveys personality. The rhythm, the way a logo appears, how typography unfolds, or how a graphic behaves say a lot about a brand. And the best part: they don't need translation.
- Bring strategy to life. Animated identity reinforces key brand elements, starting from authenticity. A more complete experience.
Hand in hand with visual identity
An effective and efficient animation system is one that stems from strategy and the brand's visual universe. First authenticity, then consistency, and as much autonomy as possible when creating a clear set of rules to streamline workflow. The goal isn't for everything to move the same way. It's for the brand to breathe at the same cadence at every touchpoint.
To achieve this goal, it's important to also work with a medium and long-term operational vision. Preparing the most-used assets—like logo animation, or certain transitions—empowers teams so that motion graphics work is powerful in impact and scalability.
A powerful animated identity is born from authenticity
Working with animated identities requires technical precision and aesthetic sensibility. For this reason, at Soluble we never start from software or effect. We start from meaning.
A good movement system should be the reflection of clear strategy and a well-defined identity. What matters is that each animation has intent. That you know why the logo enters from the left. That there's a reason behind every easing curve.
In the projects we support, we seek for movement to translate personality. At RatedPower, animation helps explain complex energy sector solutions with clarity and precision, reinforcing its positioning as a technical and professional brand.
Beyond making the logo move, a motion system was built aligned with the brand narrative: leading the energy transition with intelligence, clarity, and speed. The result is an animated identity that accompanies RatedPower at every touchpoint, projecting exactly what it is. A brand that drives change through technology, without losing the human touch.
Nomada's visual identity, on the other hand, was born to accompany those who have made the world their home and movement their way of life. That's why its motion identity didn't just have to evoke dynamism: it had to convey calm, clarity, and closeness.
The challenge was to design a visual experience in motion that acts as a guide. The logo's typography rotates circularly like a compass, and tags appear in a translucent, floating form to convey that measured breathing that comes with the peace of mind of having everything at hand.
Hartem is a brand that embraces error as part of art. Its purpose is not just to sell Fine Arts materials, but to become a space—physical and emotional—where the artist feels free to experiment, fail, and create. And that same philosophy carries through coherently into the motion design.
Here, motion doesn't seek to impress: it seeks to reflect the human, the imperfect, and the expressive nature of the artistic process. Animation is part of a visual identity that breathes rhythm, texture, and attitude. A system of movement that accompanies store visitors as if it were part of their own creativity. We're talking about living animated strokes. Not perfect or rigid, but dynamic, with a certain irregularity that evokes the artist's manual gesture. Also organic and non-linear rhythms. Transitions aren't mechanical; they appear and disappear with unexpected fluidity, reflecting the brand's experimental character. Errare artem est.
Artificial Intelligence to connect with the future
AI is already part of motion work across many brands. This technology has opened pathways to amplify team capabilities and work capacity.
At Soluble we use it to bring our visual identity to life with greater efficiency and coherence, giving video prominence in spaces where previously significant resources were required.
In our case, motion work is a structural part of brand building. We use typefaces, transitions, and animated systems that accompany every piece we create and through which we connect.
When there's strategy, AI doesn't improvise: it amplifies. It helps us translate a brand's essence more effectively, iterate with agility, and maintain coherence even as the volume of work multiplies. Technology is a basic tool—an element that creates no competitive advantage without the experience and judgment of those who make brands look as good as they are.
