Critical Mass
Critical Mass Motion Identity

Motion Direction 
Motion Design
Critical Mass needed a motion system to accompany their freshly rebranded visual identity. The key objective of the brief was to bring the CM wordmark to life, while being flexible enough to be able to house various content, and bind four versatile logo designs. After lots of exploration, minimal simplicity was the chosen route - letting the design stand for itself without a lot of motion overcomplicating it. The core motion elements in the logo later translated into assets that influenced motion for application across the website, agency reels, and later translated into a template for client presentations.

2023 Critical Mass Reel

Critical Mass Brand Film

Critical Mass
Critical Mass Motion Identity

Chief Creative Officer
Val Carlon

Creative Direction
Ferdi Weiling
Chris McCall
Jon Ulhrich

Motion Direction
Meghan Fenske
Design director
Tara Booth

Music and Sound Direction
Kirill Telichev

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