Driving a Rebrand with Motion Design
Year: 2023
Role: Product Designer (Motion & Visual Systems)
Challenge
Anchorage Digital, a cryptocurrency and institutional banking platform, underwent a company-wide rebrand to align its identity with evolving services. As part of this transformation, they needed a scalable, user-centered motion design system to support marketing, product launches, and social engagement while maintaining brand consistency.
The challenge was to establish a unified visual language for motion that could be applied across multiple digital platforms—including LinkedIn, product landing pages, and event presentations—ensuring clarity, engagement, and seamless user experiences.
Process
I approached the project with a product design mindset, focusing on scalability, usability, and brand cohesion:
Developed a modular motion system that allowed for flexibility while maintaining a consistent brand experience. Similar to a UI design system, this framework enabled rapid iteration and reuse across content types.
Optimized animations for accessibility, ensuring clarity in motion pacing, contrast, and information hierarchy to improve engagement for a broad audience.
Created interactive and responsive motion guidelines, aligning with UX principles to enhance Anchorage’s digital ecosystem.
Collaborated with cross-functional teams (marketing, product, and engineering) to ensure the motion system aligned with Anchorage’s broader design system and product strategy.
By applying design system thinking, I ensured motion elements worked seamlessly across different contexts.
Storyboard Development
Impact
Increased user engagement – The rebrand and motion system contributed to Anchorage Digital’s LinkedIn growth, from 15K to over 26K followers, and drove higher interaction on marketing and product pages.
Scalability & efficiency – The motion system enabled faster content production, ensuring consistency across Anchorage’s digital presence, product marketing, and sales enablement materials.
Enhanced product storytelling – The self-service trading interface launch video improved user comprehension, while the regulatory leader campaign reinforced Anchorage’s position as a trusted industry authority.
Projects that defined the rebrand.
Product Launch Video
Clearly communicated complex trading interface features, earning praise from users.
2022 Highlight Reel
Showcased pivotal company moments and was heavily reposted, expanding brand influence.
Key Learnings
This project reinforced the power of systematic design thinking in scaling brand engagement and product storytelling. I deepened my understanding of modular design principles, which can be applied across motion, UI, and interaction design. Additionally, the success of this scalable framework highlighted how motion design and UX principles intersect to create seamless, engaging digital experiences.