Kinetic Typgoraphy

Brands are communicating more than ever before in mediums that benefit from motion, animation, and dynamism which makes the intentional approach to moving type an important consideration.

Sometimes this means bringing type to life in order to emphasize audio, but increasingly our experiences are ‘sound off’ and the type is the stand in for the brand voice. In this world the type must look the part but also act the part–behaving and moving the way the brand would behave or move–reinforcing the identity.

Verizon

Verizon has developed a distinct, and kinetic type sensibility over the years. It began as a tool for conveying fairly dense, typographic communication in a clean and approachable way that subsequently evolved into a system that accommodates unexpected, energetic moments. By drawing inspiration from the timing and mechanics of the basic Verizon-type-on effect we were able to expand into those bigger moments and transition while still feeling grounded in the brands kinetic language.

Hummer

This Hummer sizzle video, on the other hand, was all about pushing the boundaries and exploration. The typeface, boldness, and adventurousness of the type is what helps feel on brand even though the specific kinetic vocabulary is bespoke to this application. Sometimes the brand itself is about going big and that is enough foundation to build from.

Credits

Studio Sarofsky
Creative Director Stefan Draht
Clients
Absolut
Bud Light
Chevy
Hummer
Infiniti
State Farm
Verizon

Design & Animation Stefan Draht
Clients
Cash App
Men's Health
University of New Hampshire

Studio Mode Project
Design & Animation Stefan Draht
Clients Harpo