Agency:
Onwards
Client:
Mo.Health
Role
UI Animations,
2D Animation,
Character Animation,
Illustration
Brief
Onwards Agency needed motion support to bring Mo's freshly developed brand identity to life across digital formats. Mo is a community-driven health insurance platform built around a "people not premiums" philosophy — and the brand needed to feel as dynamic in motion as it did in static design. My role was to animate how each artwork would look and behave across social posts, stories, and web formats.
Production: Onwards
Motion Designer: Eduardo Marin
Motion Designer: Eduardo Marin
01 Process
Discovery
Onwards provided the complete brand system: illustrated characters, color palette, typography, and the visual language they'd developed around Mo's collective ethos. I immersed myself in the guidelines to understand not just the aesthetic but the brand's tone warm, direct, community-focused.
Concept
The brand guidelines were clear about what Mo stood for visually. My job was to find the motion equivalent how the illustrated characters move, how the typography enters, how the overall energy of the brand translates from a static frame to a living screen.
Delivery
Animated assets delivered across social posts, stories, and web formats each format adapted to respect both the brand system and the specific context where it would appear.
02 Key Creative Decision
I treated the illustrated characters as the primary motion element rather than leading with typographic or graphic animation. The characters were already carrying Mo's brand personality in static form so, in motion, they needed to feel like the same world, just alive. Keeping the animation grounded in character behavior rather than graphic effects maintained the warmth and humanity that made the brand identity work in the first place.
03 Result
- Animated assets delivered across social, stories, and web formats
- Full coverage of Mo's digital touchpoints from a single production sprint
04 Conclusion
This project reinforced that brand motion work is mostly about listening the identity tells you how it wants to move if you study it carefully enough.
The illustrative style, the color relationships, the brand tone all contain motion logic.
