Convoy is a freight tech start-up that uses a slew of apps and ML technology to rethink the transportation and trucking industry making it exponentially more efficient. More money for drivers, reduced carbon emissions, no more wasted miles. One of my roles as a staff designer was to define a motion language for this up-and-coming brand.

Motion Principles

I started with distilling the brand tenants down to a collection of guidelines that would serve as a north star for animation across, brand, marketing, and product.

Type studies.

After several iterations and reviews, we landed on Convoy’s motion principles. With this in-hand, I began building out type studies and examples of how this comes to life using Convoy’s brand font GT America.

Experimentation.

This lead to several experiments with animating the Convoy logo splash screen. We reviewed several experiments and iterated the executions.

Asset development.

Bumpers, lower thirds, product interactions, and more. With a brand that has such a strong emphasis on industry impact, it was important to design with that in mind. Large splashes of orange, big bold type, and full-screen takeovers are the language of Convoy.

Animated explainers.

After releasing an initial set of assets, the need arose to create animated works to help explain the complex world of freight and Convoy’s role in changing it. I created a general story structure, leveraged our icon language, designed style frames, and animated a set of several explainer videos that featured Convoy’s products and offerings.