And/Or’s work successfully translates Knotel’s bold, playful brand positioning and visual identity into motion design, and speaks to a growing need for companies to build motion into their brand DNA.
Identity in motion
In October of 2018, Knotel partnered with brand design consultancy Elmwood to launch a bold, fun rebrand for the start up, full of graphic elements such as shapes, patterns, a geometric custom font and new logo. As a vital step in the refresh, they reached out to And/Or to put the new visual identity to use in motion.
Kelli Miller, Partner and Creative Director, And/Or says: “Knotel is a great example of a startup brand considering the way it moves and behaves from the start and making sure the video content they create is informed by their brand principles and design thinking.”
By partnering with And/Or, Knotel aimed to incorporate a strategic, thoughtful approach to motion that would be informed by its brand strategy. The startup was looking to reflect a grownup, confident voice and tone that was intelligent, witty, and conversational. “Our work is always grounded in design strategy and branding,” says Miller, “and we’re known for our clever, approachable tone of voice, so this was a perfect fit for us.”
Better Way to Workspace
And/Or delivered two brand films for Knotel: an overarching brand video that brings the new Knotel branding to life through motion, and a “Better Way To Workspace” spot that explains how Knotel’s service works with a cheeky, playful script and tone.
The films were developed based on And/Or’s original presentation to Knotel, in which the creative production company identified five key motion behaviors informed by Knotel’s positioning: “energetic movement” “alive with color” “transformative action” “intelligent editing” and “intuitive building.”
In the film and spots, shapes quickly move and change with an energetic ease that captures the brand’s mission to provide a flexible, personalized workspace service. And/Or brings the brand’s custom font to life and gives it unexpected, new applications in motion, further illustrating Knotel’s commitment to creating bespoke solutions for customers. And a confident yet playful script ties it all together with pacey, down-to-earth storytelling.
Motion design thinking
As more new brands increasingly layer motion into their brand from the very start, it is becoming clear that traditional branding must now embrace motion as a pillar of strategy.
Miller says: “Every brand is now creating video content and seeing their brand move on multiple screens in multiple formats, such as a presentation, experience, OOH video ad, or branded content, so motion branding should be part of the brand book.”