Maisie MacDonald
Senior motion brand designer.

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GENEI 
Motion




Creative Director: Sam Southwell
Lead Designer: Michelle Mondel
Illustrator: William Lux

Project completed while working at Studio South GENEI, a new financial fund, connects local investors with global expertise. Their new brand identity needed a flexible motion system to reflect their global standing. 

The identity reflects the connections that GENEI fosters, with expansive and complex patterns. The motion system needed to build upon those ideas and flex with the current system. The reactive block pattern is the core of the motion system, able to represent anything from abstract ideas to solid images. Additions to the system bring together animated type, illustrations and imagery to created a reliable and flexible system that keeps the vibrant energy of the static identity. 






























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