Arup B

Rethinking Health Motion Identity Kit

Rethinking Health • Freelance

Aug 2025 - Nov 2025 • 3 mos

Project Overview Developed a comprehensive motion design system to modernize Rethinking Health’s digital presence. The goal was to translate their static brand identity into a dynamic, fluid visual language that communicates trust, innovation, and accessibility. Key Achievements Brand Evolution: Successfully translated static brand guidelines into a set of motion principles (easing styles, speed, and choreography). Scalability: Created a library of reusable Lottie animations and After Effects templates, reducing the internal marketing team's video production time by an estimated 40%. Visual Consistency: Established a signature "movement style" that ensures all video content—from social snippets to keynote presentations—feels unified. Engagement: Developed custom UI transitions and icon animations that improved user dwell time on the primary digital platform.

Canton Car Wash | Motion Identity | Logo animation

canton car wash • Meio período

Aug 2024 - Oct 2025 • 1 yr 2 mos

The Work Brand Motion: Developed the official animated logo and visual motion guidelines for the brand. Volume & Variety: Produced 30+ unique digital board animations covering seasonal promos, holidays, and service tiers. Digital Signage: Designed high-visibility content for on-site screens to drive upsells and memberships. Key Achievements 1-Year Partnership: Managed the brand’s entire motion output for a full year, ensuring visual consistency. Conversion Focus: Created "stopping power" with fluid, high-energy animations that improved customer engagement at the point of sale. Efficiency: Built a library of assets that allowed for rapid updates to seasonal marketing campaigns. Client Insight "I turned a static car wash into a dynamic visual experience. By using fluid motion and bold timing, I made their digital boards impossible for drivers to ignore."