Agency:
Interbrand
Client:
Novartis
Role:
UI Animations, 2D Animation,
Kinetic Typography and Motion, Illustration
Brief
Interbrand needed motion proposals to support Novartis's 2023 corporate rebrand a major identity refresh following the Sandoz spin-off, built around biomorphic shapes, fluid design, color transitions, and a warmer visual language connecting science with the human side of medicine.
The deliverable: animation proposals covering logo animation, OOH, and website developed from Interbrand's brand assets to show how the new identity would behave in motion across different contexts.
Credits:
Production: Interbrand
Motion Designer: Eduardo Marin
Motion Designer: Eduardo Marin
01 Process
Discovery — Interbrand came with a clear vision and a full asset package ready to go. They knew exactly what they needed my job was to understand the new identity system and translate it into motion proposals that matched their creative direction.
Concept — Interbrand handled the brand positioning and creative direction.
Working from their assets, I developed motion proposals that showed how the biomorphic shapes, color transitions, and fluid visual language would behave across logo animation, large-format OOH, and web.
02 Key Creative Decision
I kept the logo animation minimal and let the biomorphic shapes carry the motion.
The rebranding deliberately kept the existing logo unchanged, so animating it aggressively would have worked against the strategy. The shapes around it do the heavy lifting: fluid, organic, precise.
That decision kept the proposals aligned with what Interbrand and Novartis were actually trying to communicate.
03 Results
- Motion proposals delivered across logo animation, OOH, and website
- Part of Interbrand's creative direction for Novartis's 2023 corporate rebrand
