Role: Logo Animation, Motion Design System
Client: Planned Parenthood
I led the initiative to create elegant, modern animations for Planned Parenthood’s trademark logos.
Context
This was especially crucial during 2020, a year in which the organization launched telehealth capabilities across several states.
These assets reached 17+ million Planned Parenthood patients and supporters and more, in videos about COVID-19, the U.S. 2020 election, sex education, and telehealth services.
Problem
Prior to this initiative, there wasn’t a consistent method of treating the logos in a motion context.
In-house and external teams animated the logo in myriad ways. As a result, the brand overall doesn’t align with the caliber of its mission.
Solution
I refined the easing for the logo animations based on their respective tone of voice. The Planned Parenthood health care arm spoke from the voice of a provider; whereas the Planned Parenthood Action Fund spoke from the voice of an organizer.
This logo animation project enabled the org to express the brand in a cohesive, unified way.
