WeTransfer
Motion branding - Template building - Short form editing
In 2021, WeTransfer was ready to expand its branding with a clear motion branding strategy. The WeTransfer brand is characterized by simplicity, user friendlyness and championing creativity. I was invited to join the studio team to help conceptualize how the WeTransfer brand could incorporate animations and how this approach could be adopted by external content creators.
“Bas is such a wonderful creative partner, I've always appreciated working with him since we met at WeTransfer. He works so quickly, efficiently and takes direction well, anticipating what is needed and adding his own flare. Collaborative skills are second to none, with added video editing and his music/sound knowledge he can add the extra oomph you didn't know you needed.” - Jessica (via LinkedIn)
How we made a change
Allowing creatives the freedom to express themselves is one of WeTransfer’s core principles. This value posed a challenge in terms of how my team and I would approach the task of creating a cohesive brand. We tackled it by creating a clear distinction between informative and expressive design: while we provided a toolkit for informative motion, we allowed creatives to explore their ideas freely for the expressive aspects.
Informative design
The process
By studying succesful videos WeTransfer created in the past, by making new videos, and by having an iterative process of experimentation and feedback, we established a cohesive motion branding strategy. This was supported by a comprehensive style guide and an After Effects toolkit, enabling ourselves and external agencies to maintain brand consistency across all our moving content.