Strategic Motion Design: How a Motion Identity Helped Admiral Group Unite Vision and Purpose

In 2025, we partnered with Admiral Group, Wales’s only FTSE 100 company, to help communicate its ambitious 2026–2028 strategy through motion. As the organisation continued to invest heavily in data and AI, there was a clear need to bring clarity to that story without losing sight of what makes Admiral distinctive: a strong, people-first culture.

Rather than relying on static communications, the brief called for a scalable motion system that could align teams, markets and leadership around a shared narrative. One that balanced technology, people and long-term purpose.

The Challenge: Communicating Complexity Without Losing Meaning

Admiral operates across multiple brands, territories and products. Communicating a multi-year strategy to such a diverse internal audience is always a challenge. The risk is either oversimplifying the message or overwhelming people with detail.

The key challenge was to show how data and AI investment supports better decision-making and growth, while reinforcing that people remain central to Admiral’s success. The solution needed to work as adaptable motion design content. Something that could be reused across leadership presentations, internal launches and ongoing communications, not a one-off animation.

The Approach: Building a Motion Identity Around Strategy

Our response was to create Powered by People, Fuelled by Data. A strategic motion identity designed to bring Admiral’s strategy to life in a clear, human and engaging way.

At the heart of the motion system is a world-building metaphor. Admiral is presented as an interconnected ecosystem where people, customers, data and technology coexist and influence one another. The organisation’s three strategic pillars were translated into layered environments within this world, helping audiences understand how each pillar contributes to a stronger, unified whole.

Flowing, intelligent motion elements were used to represent data and AI. Not as abstract or intimidating concepts, but as enablers that support people, improve outcomes and unlock opportunity. Throughout the work, purpose was treated as a constant, grounding the narrative in trust, responsibility and long-term value.

Designing a Motion System That Scales

This project was not about creating a single film. It was about establishing a motion system that Admiral could build on over time.

By treating motion design as a language, with repeatable behaviours, transitions and visual logic, the identity can flex across different messages, audiences and contexts while remaining consistent. The system allows complex ideas to be communicated quickly and intuitively, reducing reliance on text-heavy explanations and static slides.

Importantly, the motion identity reinforces Admiral’s belief that technology should enhance human judgement, not replace it. That alignment between motion, message and culture was critical to the success of the work.

The Outcome: Clarity, Alignment and Long-Term Value

The final result is a motion-led strategic narrative that helps Admiral align teams around a shared vision for the future. Instead of fragmented communications, the organisation now has a cohesive motion identity that supports ongoing strategy, storytelling and engagement.

This project is a clear example of how thoughtful motion design and well-defined motion systems can transform strategic communication, especially for organisations navigating complexity, growth and change.

Read the full case study here