New Brands reveal | Finch, jbm and Mandaliti
Finch Soluções, JBM Advogados, and Mandaliti Advogados are sister companies based in the state of São Paulo and have a synergy to offer different solutions to their different types of clients in the field of the law. All three companies, together, went through a process of rebranding to reaffirm their values. I was invited to develop three motion design pieces to reveal their new identities to the world.
The main challenge was to find, in the designs and animations, the voices of each individual brand. They have a sense of unity between them but also a unique voice that talks to a different client segment. I worked aiming for a minimalist aesthetic.
PROCESS
I worked on the three videos in parallel, close to the creative team from Finch Soluções, which was responsible for the concept and design of the new brands. I entered the project in the writing stage, and after a few brainstorm meetings, I came up with the first draft of the scripts, perfecting it after each feedback round. With the textual content done, I then made the storyboards directly in Illustrator, due to the vector-y nature of the project, blocking scenes with simple shapes to further develop them if they got approved.
With the storyboards approved, I developed the final look of each video in style frames that went back-and-forth with the client, building up the visual narrative. At this point, I am already making practical decisions in the Illustrator files thinking about how each shape could and should be animated in After Effects. The next stage was to use the style frames (and storyboard frames, for the scenes that didn’t have finished designs) to edit together an animatic and pre-visualize how the narrative sequence of each video would actually work against the chosen music.
In the animation stage, my workflow involves importing the design vector to After Effects using the plug-in Overlord, to then animated the shape layers. However, specific scenes asked for more eclectic solutions. In the following scenes, I used Cinema 4D’s MoGraph module and physics system to animate a lot of elements at once, to then compose them with the 2D elements in After Effects.
The vector animations inside After Effects involved a lot of morphing between shapes, synchronized cuts and a work of smoothing the animation curves. The project’s references were mainly minimalist, with smooth motion, and that’s what I aimed for.
CREDITS
Client: Finch Soluções, Mandaliti Advogados e JBM Advogados
Design: Matheus M. Bianchi
Animation: Matheus M. Bianchi
Creative Directing: Marketing team Finch/Mandaliti/JBM