Case Studies in Motion: What Leading Brands Are Doing Well

Motion is having a bit of a moment in branding.

Some brands use movement sparingly and with intent. Others animate everything in sight and hope something sticks. The difference is rarely budget or tools. It’s whether motion has been thought about as part of the brand system, or treated as a one-off execution.

We've been look at brands that are doing this well, so we thought we'd write about some of our key takeaways.

Motion that behaves consistently

One of the clearest signals of mature motion thinking is consistency. Not repetition, but recognisable behaviour.

Brands like Google don’t rely on standout animations to make an impression. Their motion is subtle, structured and predictable in the best way. Transitions feel familiar. Interactions behave as expected. Nothing draws attention to itself, but everything feels considered.

That consistency builds trust. Users don’t need to relearn how things work, and over time the movement itself becomes part of the brand’s identity.

The lesson here isn’t about copying a style. It’s about defining motion rules early and sticking to them.

Source: Google - Welcome to the Gemini Era

Motion that supports the product, not the other way around

Another strong signal is motion that clearly serves function.

Figma is a good example of motion being deeply embedded in product experience. Movement is used to explain relationships, give feedback and make complex actions feel manageable. Nothing is animated without a reason.

Crucially, this motion isn’t bolted on afterwards. It’s part of how the product works. The result is an experience that feels responsive and human without ever feeling distracting.

For brands, this is an important reminder that motion earns its keep when it solves real problems. If it doesn’t help someone understand what’s happening, where they are or what to do next, it probably doesn’t need to be there.

Source: Figma Brand Montage

Motion as brand personality

Some brands use motion to express personality without leaning on big gestures.

Deezer is often referenced for its bold visual identity, but what’s more interesting is how motion is used consistently across touchpoints. Movement reinforces energy and rhythm, but it’s controlled. Timing and transitions feel deliberate rather than chaotic.

The motion doesn’t compete with content. It supports it.

This is where many brands go wrong. Personality doesn’t require constant movement or dramatic effects. Often it’s the restraint, the pacing and the repetition of small behaviours that make motion feel confident.

What these brands have in common

Despite operating in very different spaces, brands doing motion well tend to share a few traits.

They treat motion as part of their identity, not just an output. They define rules before creating assets. They prioritise clarity over spectacle. And they design motion to scale across platforms, teams and time.

Perhaps most importantly, they understand that motion is about behaviour. How things enter, respond, pause and exit tells a story just as clearly as visuals or words.

What brands can take from this

The takeaway isn’t that every brand needs complex animation.

It’s that motion works best when it’s intentional, repeatable and aligned with strategy. When brands invest in motion systems rather than isolated moments, they create experiences that feel joined-up, confident and easier to maintain.

Good motion often goes unnoticed. But when it’s missing, inconsistent or poorly thought through, it’s felt immediately.

That gap between noticing and feeling is where strong motion branding lives.

Credits

Examples referenced include work from Google, Figma and Deezer. All visuals remain the property of their respective owners.