Driving a Company-Wide Rebrand with Motion Design
Year 2023
Role Motion Designer
Challenge
Anchorage Digital, a modern cryptocurrency and institutional banking platform, embarked on a company-wide rebrand to align its identity with its evolving mission and services. I was tasked with creating a cohesive style of motion graphic and video content to accompany the new branding. The goal was to drive engagement, promote key product launches, and showcase the company’s industry leadership.
The rebrand aimed to increase the company’s visibility, particularly on LinkedIn, and support their growth in the digital asset space. Prior to this, Anchorage Digital had limited motion graphic and video content, making it essential to ramp up this production.
Process
In addition to developing the new motion graphics and video style, I played a pivotal role in the selection of the new branding elements, ensuring that they would work seamlessly as animated motion graphics. From the logo to the color palette, my input was critical in selecting elements that would translate effectively into dynamic, visually appealing animations. Collaborating closely with the design team, I made sure that the branding choices were optimized for video, allowing for fluid transitions, clean motion, and visual consistency across all digital platforms.
To develop the video style, I created versatile video templates that could be used for both large-scale marketing campaigns and quick social media posts. One challenge was balancing the technical aspects of showcasing Anchorage’s complex financial products, such as the self-service trading interface, while keeping the content visually appealing and easy to understand. I researched competitors’ visual approaches to financial product marketing and tested various animation techniques to highlight key features without overwhelming the viewer.
I created multiple storyboards to explore different visual directions and ensure the new branding worked seamlessly in motion. Through several design critiques with stakeholders, we iterated on the concepts until landing on a refined style that balanced branding consistency with engaging storytelling. This process ensured the final motion design resonated with the audience while maintaining visual cohesion across all content.
Examples of storyboards.
Impact
The rebrand significantly boosted Anchorage Digital’s online presence. Weekly video posts became a staple of the company’s digital strategy, driving up engagement on platforms like LinkedIn, where the follower count rose to over 26K. The highlight reel celebrating the company’s pivotal moments in 2022 was heavily reposted by both clients and partners, extending its reach and influence.
The product launch video for Anchorage Digital’s self-service trading interface was praised for its clear communication of complex features, while the regulatory leader video helped reinforce the company’s position as a trusted industry authority.
Video announcing the release of the company-wide rebrand.
Impactful projects released after the rebrand.
Crypto for Institutions
I created a product video for Anchorage Digital that brought their offering to life through motion design, used across their website, social media, and major crypto events. During rebranding, I explored various color palettes before finalizing the black-and-white scheme. The video was showcased at iConnections, where I adapted it for a vertical display with a QR code, increasing client engagement.
A Regulatory Leader
Anchorage Digital has remained a regulatory leader in cryptocurrency. To showcase this accomplishment, I redesigned the most influential news articles into an engaging motion graphics video.
2022 - A Year Like No Other
2022 was a year like no other—marked by market volatility for both crypto and traditional markets. Anchorage Digital persevered and remained an innovator in crypto. I created the reel below to highlight the company’s most pivotal moments. This post was heavily reposted by clients and partners.
Learnings
This project reinforced the importance developing motion graphics for a brand’s identity, ensuring consistency while also remaining flexible for different types of campaigns. I also learned the value of storytelling in the fintech industry, where complex products need to be made relatable and engaging. Additionally, I gained deeper insights into the power of motion design to convey authority and leadership in a competitive, fast-paced industry like cryptocurrency.