Project Spotlight: Crafting the Brand Motion for "Explocy"

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I recently had the pleasure of working with Explocy (short for Explore the City), a fresh brand looking to make its mark. They needed a logo animation that captured the energy of urban discovery. Here’s a breakdown of how I took this project from a blank page to a polished final render.

1. Concept & Scripting

Every great animation starts with a story. Before opening any software, I defined the "vibe" of the brand. The goal was to visualize the transition from a static idea to the vibrant movement of a city. I drafted a simple storyboard/script focusing on:

The Reveal: How the logo enters the frame.

The motion concept was born from the geometry of the logo itself. By deconstructing the 'X,' I identified a silhouette reminiscent of a plane. To align with the client’s vision of connectivity, I integrated an 'electrical plug' motif into the design. This transformed a simple flight animation into a powerful metaphor for connecting cities and energizing the community.

The Environment: Using elements like clouds and urban silhouettes to ground the brand in its "Explore the City" identity.

2. Asset Preparation & AI Integration

Organization is the foundation of smooth motion design. I began by deconstructing the logo into layers to ensure every part could move independently.

To enhance the visual depth, I utilized AI image generation tools to create specific environmental graphics, such as stylized clouds and textures. This allowed me to rapidly prototype different art styles until I found the perfect match for Explocy’s aesthetic.

3. Motion Design in After Effects

Once the assets were ready, I moved into Adobe After Effects. This is where the magic happened:

Layering: Bringing in the AI-generated elements and the vector logo.

Animation: Using keyframes and expressions to give the logo a dynamic, "exploratory" feel.

Refinement: Adding motion blur and secondary animations to ensure the movement felt fluid and professional.

4. Sound Design in Ableton Live

A logo animation without sound is only half-finished. I exported the visual draft and brought it into Ableton Live. I focused on:

SFX: Adding subtle "whooshes" and "pops" that synchronized with the visual hits.

Atmosphere: Layering audio to reinforce the "City" theme.

Final Mix: Ensuring the audio levels were crisp and impactful.

The Result: A cohesive, high-energy logo reveal that perfectly introduces Explocy to the world. By combining AI-driven creativity with traditional motion workflows, I was able to deliver a high-end result that remains true to the brand's core mission.