SPACE10 Motion Language
SPACE10 is a research lab funded by IKEA. Their overall mission is to enable a better everyday life for people and the planet. They do this by developing and researching innovative ideas. I brought their brand to life with animation and created templates for them to communicate with.
Ask
Create a Motion Language that SPACE10 can use for their brand elements—no matter if their content is presented in landscape, square or portrait frames. I was tasked to create an After Effects template to help them create their own videos. Space 10 describes their brand with words like “curiosity”, “playful”, “simple”, and “staccato”.
Approach
I created a simple but effective way for the content to move. The main purpose for the animation is to draw attention to the content at the right time so it’s easier to take it in. I then built an After Effects template to empower their in-house team to create their own videos.
Social Media
The same story can be told within a vertical or square frame.
Content
The Fast Food of the Future
Rethinking of IKEA’s iconic meatball using alternative ingredients such as insects, algae, and lab-grown meat. Since then, we’ve been developing a wider selection of dishes that showcase the kind of food we could one day be eating.
Motion Guidelines
The Motion Language is based on the logo of SPACE10. There is no rotation or scale difference between components of the logo, so I didn’t use those properties in animation. Instead, I offset elements on a horizontal and vertical grid and on occasion move elements on a 45º angle. It was easy to go overboard with the animation but SPACE10 likes to keep things simple.
Text
Text comes in fast and direct. This immediately draws your attention—playing into the aforementioned staccato feeling. Alternatively, the last line moves in more smoothly, piquing your curiosity—giving you ample time to read every word.
Template
I created a user friendly After Effects template including tutorials so that SPACE10 or any other agency could use it to create more content and build videos on their own. The template was set up with content cards that allow the user to swap out the text and images easily. The rest is automatically animated according to the motion guidelines.
One of the videos SPACE10 produced with the template.