Tate Law — Motion system
Stanley Tate, a student loan lawyer from the US, shares information, tips, interviews, and insights on student loan debt forgiveness across different channels and online platforms. We have conceptualized and built a motion system to achieve consistency throughout all his video communications. The system respects the previously defined core brand elements and principles, while adding new layers of movement, intention and emotion.
Services: Motion Design, Guidelines
Client: Tate Esq.
Client: Tate Esq.
Year: 2023
Motion principles
The system is built around three main pillars, which symbolize the lawyer-client relationship. We have established said key concepts (elevating push, transparent reveal and liberating relief) and represented them using simple animations (position, opacity, scale). The power of the system lies within the possibility of using these principles separately or combining two or even all of them.
COMPONENTS
The motion system consists of a series of individual components that we have turned into editable templates in After Effects and Premiere Pro. This library of animated assets includes transitions, texts, titles, logo animations, graphs, numbers, secondary elements and CTAs. All components of the system can be edited independently to adapt to the requirements of different touchpoints.
DELIVERABLES
The goal of the project is to ease and speed up the content creation process, no matter who the video editor is. To achieve this, we have turned all animations into easily-customisable Premiere Pro templates. To keep the system consistent, all templates have predefined fixed parameters (duration, in-/out- animations...) but offer the flexibility to modify certain options, such as their color, position and/or size.
ACHIEVEMENTS
Leveraging the motion system and content templates, Stanley Tate’s YouTube channel saw explosive growth in 2023, tripling its numbers. This success highlights the power of standardized and strategically designed content creation processes.
