Crunchyroll
In motion.
A brand built to move.
Developing an expressive motion language for Crunchyroll's evolving visual identity.
- Role
- Motion Design
- Art Direction
- Motion Systems
The starting point
Visual vocabulary
Crunchyroll's identity already had a strong visual language: bold type, a deep glyph library and brush-like textures. This is the vocabulary the motion system builds on.
My contribution
Developing how this identity behaves in motion: the timing, transitions and energy that bring it to life.
The motion language
Three themes
Joy in motion is about engaging our viewers through bliss and enthusiasm. Joy is expressed through vibrant colors, energetic transitions, and rhythmic movements that evoke excitement and delight.
Have confidence in our understanding of anime not just as a medium but as a community. This is reflected through paying homage to shows, referencing layouts, and drawing inspiration from key poses.
Mischievous motion means embracing bold, dramatic choices — through fun transitions, playful keyframes, and impactful timing — to create animations that captivate and inspire.