PROJECT
FYUL is an eCommerce merchandise brand that makes on-demand merchandise work at scale. Flow Creative was tasked with creating the brand's motion system, defining how animation should behave and move across its digital products.
PRINCIPLES
The main premise behind how the brand should move relied on three defining principles: Energy, Focus, and Evolve. With these as a foundation, the motion team developed a series of motion explorations until they converged into a cohesive motion system.
ROLE
As part of the animation team, I worked on developing the core motion principles and their practical application across assets, gradients, and the brand reveal.
CREDITS
CLIENT
FYUL
CREATIVE DIRECTOR
Karl Doran
STUDIO
Flow Creative
ANIMATION
Guilherme Gomes, Rosa Kennedy, Josh Taylor