Motion Graphics: A Top Brand Storytelling Tool

Storytelling elements of motion graphics data visualization icons

The story of your brand is never shared through just one medium. Your brand name speaks to the story of your organization. So does your logo. The copy on your home page should speak to it, too. And the products and services you sell collectively explain what niche your brand fills for your audience. Together, each of these components create a picture of who your organization is, and why it matters. But there’s also great power in having 1 standout piece of content that tells your story holistically. So which type of content should you choose for that mission? Consider the storytelling power of video, and specifically of motion graphics. 

A powerful motion graphic created by a top design studio can clearly and concisely show your audience why your brand matters. It can enliven your landing page, improve engagement, and even boost conversions. Let’s take a look at the benefits of a motion graphic in telling your brand story. 

First Things First: How Are Videos & Motion Graphics Different?

Video still of presentation stage with animated motion graphic overlay

Videos and motion graphics aren’t mutually exclusive mediums. In fact, they’re quite similar. Motion graphics are actually a subset of video. But what does that mean? 

At a high level, a motion graphic is just a video that isn’t completely live-action. That is, it includes some type of animation. 

To break it down further:

  • A video can be …
    • ✓ Solely live-action
    • ✓ Live-action with animated overlay
    • ✓ Fully animated
    • ✓ A slideshow progression of photos and/or images
    • ✓ A combination of 2+ of the above techniques
  • Yet a motion graphic can be …
    • X Solely live-action
    • ✓ Live-action with animated overlay
    • ✓ Fully animated
    • ✓ A slideshow progression of photos and/or images
    • ✓ A combination of 2+ of the above techniques

When Is a Motion Graphic the Right Tool for Brand Storytelling?

Book appearing to display a scene of camping in the woods

If real-world solutions are at the core of what you do — whether you’re working in healthcare and medicine, financial services, nonprofit causes, real estate, or any other human-centric and/or tangible services — you may wonder why we suggest that live-action video isn’t your only option

It’s undeniable that photos and video are accessible ways to share the true impact of your work. 

Yet, in order to … 

  • Explain a complex concept, product, or service
  • Convey the essence of your brand by example or metaphor
  • Highlight industry-relevant data or brand accomplishments with data visualization

… iconography, illustration, charts, and graphs are powerful storytelling tools that motion graphics are better equipped than video to provide. These allow you to take the details of your brand and elevate them. Further, you can do this in ways that live-action video and photographs simply can’t. And that’s why, even if your motion design studio recommends live action and photography as the top-choice elements for your brand story video, they may also recommend some animated elements, or even fully animated scenes, to most effectively drive your message.

What Qualities Should I Look for in a Top Motion Design Studio?

Group of people collaborating in a top motion design studio setting with whiteboard

Distilling your brand story into a video is an essential exercise. This means the stakes are high for creating one that really captures your brand and captivates your audience. So hire a trusted motion graphic design studio to receive top-quality results. 

This partner should:

  • Be an expert in visual storytelling
    • This is because far from simply showcasing components of your brand, this motion graphic must tell a cohesive and compelling narrative about your organization.
  • Create fully custom work for every client
    • Why? Firstly, because audiences ignore stock imagery. Secondly, because using the same images as a competitor — or even as brands in other industries — doesn’t demonstrate to your audience that you value quality or that you offer them something unique. 
  • Have an in-house team or — in a COVID-19 world — a remote team that has worked in the same office with one another previously, or has at least worked virtually together for years 
    • This is valuable since it means they’re used to collaborating on the different stages of a motion graphic and exchanging ideas and work plans with one another.
  • Be able to share a diverse portfolio of styles and industries
    • In order to tell your brand’s story, and visually represent your brand, you want a top motion design studio that can speak confidently about your industry. In most cases they’ll be writing the script for your motion graphic. So, it’s ideal if they start off with some background about your work.

Your brand story is one of the most important investments you can make in representing your organization’s mission. Take that storytelling to the next level with a quality motion graphic.

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

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