Craig Sargant
When we talk about branding, most people think about the usual components: logos, colours, typefaces, layouts. All of those matter, but brands don’t just sit still on a page anymore. They move, they react, and they interact with audiences in real time. That’s where “branimation” comes in.
At its simplest, Branimation = Brand + Animation.
A bit of a mouthful, but a powerful one. Branimation has been floating around the creative industry for a while now – and while we’re not usually fans of portmanteaus (brunch gets a pass), this one actually works. Because when you put branding and animation together, the results can be game-changing.
It takes a brand system and gives it another dimension. Suddenly, a logo feels more authoritative, a product demo becomes easier to understand, and a social post is impossible to scroll past. For us as designers, it’s about adding rhythm, pace, and personality to the work we’re already doing – turning something static into something alive.
If you’ve ever caught yourself watching a looping GIF on repeat or pausing mid-scroll to take in a subtle animation, you already know why it works. Movement captures attention in a way static visuals can’t. It’s hardwired into how we process information – our eyes naturally follow motion.
That’s why the numbers are so persuasive:
But it’s not just about grabbing attention. Animation helps communicate ideas more effectively. Complex processes become clear when they’re animated step by step. Dry statistics feel more engaging when visualised through motion graphics. Even a simple fade or bounce can add polish and memorability.
We often say that animation isn’t just design, it’s storytelling. And in marketing, storytelling is everything.
When we talk about “brand animation”, we don’t just mean adding motion for the sake of it. It’s about extending the brand identity into movement.
Here are a few ways we use it:
Each of these is about aligning animation with brand values. A slick fintech app shouldn’t have cartoonish motion. A bold creative brand probably doesn’t want a reserved, corporate-style transition. Our job as designers is to find the right style of movement that enhances, not distracts from, the brand story.
As a creative team, we always ask: “How should this move?” Animation isn’t an afterthought, it’s something we build into the design process from the start. That might mean sketching out transitions alongside the logo itself, or planning how the type could animate before it’s even finalised.
We also look at the bigger picture. Where will the animation live? A short, looping asset for Instagram Stories works very differently to an animated explainer for a website landing page. The technical side matters too: file formats, loading speeds and accessibility are all things we consider as part of the process.
What excites us most is the variety. One week we might be animating a detailed product walkthrough for a property client, the next we’re building playful motion graphics for a hospitality social campaign. The common thread? Every piece of animation has to feel true to the brand.
Animation is the tool that makes a brand feel alive. It’s not about flashy tricks or adding movement just for the sake of it. It’s about creating emotion, guiding attention, and telling stories in a way static visuals can’t.
And the best part is you don’t have to start big. Often the smallest animations make the biggest impact. A logo that animates at the start of a video. A graphic that transitions smoothly on a presentation slide. A social media post that loops seamlessly.
That’s how you bring Branimation to life, step by step, movement by movement, until your brand doesn’t just look good, it feels alive.
If you’re curious about how animation could work for your brand, start small.