Admiral Group
Strategic Motion Design for a Global Brand
Motion Content
2025
Motion Strategy
Motion Design
Strategic motion design aligning a global FTSE 100 organisation around people data and long term growth.
As Admiral Group, Wales’s only FTSE 100 company, entered the next phase of its Group-wide strategy, the business faced a pivotal challenge: how do you unite a large, multi-market organisation around a clear and shared vision for the future? With continued growth, increasing investment in data and AI, and a deeply embedded people-first culture, Admiral needed more than a communications asset. It needed a way to align its businesses, articulate long-term strategic priorities, and show how technology enhances human judgement rather than replacing it.
Working as a long-standing strategic partner, Magenta helped translate Admiral’s 2026–2028 strategy into a clear, human and inspiring narrative. Through a world-building animation system, we brought complex thinking to life, creating a shared language that works internally and externally, and scales across markets.
The Challenge
Admiral operates across multiple brands, products and international markets, supported by diverse teams and functions. Communicating a complex, multi-year strategy at this scale risked fragmentation: oversimplify and lose meaning, or go deep and lose engagement. A key challenge was how to talk credibly about increased investment in data and AI without undermining Admiral’s people-first culture. The story needed to demonstrate how technology supports better decision-making, improves products and pricing, and leads to fairer, more personalised customer outcomes, all while reinforcing shared purpose and cultural continuity. Crucially, this strategic narrative had to live within a short, accessible motion-design format that could be translated, shared and reused across leadership communications, internal launches and external-facing moments.
The Solution
Magenta developed Powered by People Fuelled by Data, a strategic motion design system built to unify clarify and scale Admiral’s strategy. At the heart of the motion piece is a world-building metaphor representing Admiral as a single interconnected organisation. This system led approach allowed us to show how businesses people customers data and technology work together as one cohesive whole. The narrative is structured around Admiral’s three strategic pillars which are explored as layered parts of the world. This reinforces how growth becomes stronger when products markets and teams are joined up rather than siloed. Data and AI are visualised as intelligent flowing elements that empower Admiral’s people to make smarter decisions move faster and deliver better outcomes for customers. Throughout the animation, Admiral’s purpose sits at the core of the system grounding the strategy in human impact trust and long term value.
The Outcomes
Our work provided Admiral with a clear and compelling articulation of its Group strategy giving colleagues a shared visual and conceptual language for the future. It reinforces unity across brands markets and functions helping people understand how their work connects to wider strategic goals. By framing data and AI as tools that enhance human decision making the work supports Admiral’s internal messaging around innovation growth and long term employee development. Designed to scale across leadership communications internal launches and external storytelling the work positions Admiral as a modern responsible and people centred FTSE 100 organisation and demonstrates how strategic motion design can align complex global businesses around a single shared direction.
The Challenge
Admiral operates across multiple brands, products and international markets, supported by diverse teams and functions. Communicating a complex, multi-year strategy at this scale risked fragmentation: oversimplify and lose meaning, or go deep and lose engagement. A key challenge was how to talk credibly about increased investment in data and AI without undermining Admiral’s people-first culture. The story needed to demonstrate how technology supports better decision-making, improves products and pricing, and leads to fairer, more personalised customer outcomes, all while reinforcing shared purpose and cultural continuity. Crucially, this strategic narrative had to live within a short, accessible motion-design format that could be translated, shared and reused across leadership communications, internal launches and external-facing moments.
The Solution
Magenta developed Powered by People Fuelled by Data, a strategic motion design system built to unify clarify and scale Admiral’s strategy. At the heart of the motion piece is a world-building metaphor representing Admiral as a single interconnected organisation. This system led approach allowed us to show how businesses people customers data and technology work together as one cohesive whole. The narrative is structured around Admiral’s three strategic pillars which are explored as layered parts of the world. This reinforces how growth becomes stronger when products markets and teams are joined up rather than siloed. Data and AI are visualised as intelligent flowing elements that empower Admiral’s people to make smarter decisions move faster and deliver better outcomes for customers. Throughout the animation, Admiral’s purpose sits at the core of the system grounding the strategy in human impact trust and long term value.
The Outcomes
Our work provided Admiral with a clear and compelling articulation of its Group strategy giving colleagues a shared visual and conceptual language for the future. It reinforces unity across brands markets and functions helping people understand how their work connects to wider strategic goals. By framing data and AI as tools that enhance human decision making the work supports Admiral’s internal messaging around innovation growth and long term employee development. Designed to scale across leadership communications internal launches and external storytelling the work positions Admiral as a modern responsible and people centred FTSE 100 organisation and demonstrates how strategic motion design can align complex global businesses around a single shared direction.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Texture Animation
The first step was to develop a range of creative concepts, each offering a distinct way to bring the strategy to life through motion. Every concept needed to balance clarity with creativity, ensuring the strategy remained front and centre while translating effectively into animation.
3D to 2D Animation
We designed a series of animated textures to unify the visual language and elevate the animation across the film.
Concept Creation
A mixed-media approach brought together photography, video and animation, adding warmth and texture while reinforcing a unified visual identity.
Process
Process
Our approach began with deep collaboration. We worked closely with Admiral’s stakeholders to distil detailed strategy documents into a clear narrative structure, ensuring every moment of the film served a strategic purpose. By anchoring the story in a strong central metaphor, we were able to communicate complexity in a way that felt intuitive, engaging and accessible.
Visually, we adopted a layered collage style that combined existing photography, video, motion graphics and animation. Data and AI were treated as expressive, dynamic elements rather than abstract concepts, flowing naturally through the film and connecting people, products and customers. The result is a cinematic piece of strategic storytelling that brings Admiral’s strategy to life while staying true to its culture, values and purpose.
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