Explore how Zapier's branding and visual identity, crafted by Athletics, incorporates motion to revolutionize digital workflow automation, making every user interaction seamless and intuitive.
In the dynamic world of digital workflow automation, Zapier stands out not just for its ability to streamline over 6000 app integrations but also for its innovative approach to branding. Recognizing the importance of motion in reflecting its core mission, Zapier embarked on a collaboration with Athletics to develop a comprehensive motion system that breathes life into its brand identity. This strategic move aimed to embody the fluidity and efficiency of Zapier’s services, ensuring a consistent and engaging user experience across all touchpoints.
Athletics’ challenge was to encapsulate Zapier's essence—a brand that facilitates seamless work flows—into a visual and motion-based language. The goal was to create a system that guides the motion of Zapier's logomark, color palettes, and typography in a way that mirrors the company's commitment to making workflow automation effortless and intuitive for every user.
The heart of Zapier’s new motion strategy is clarity. This principle is crucial because it mirrors what Zapier offers its users: the ability to navigate their digital workflows with unparalleled ease and efficiency. By simplifying complex operations into clear, incremental steps and employing UI elements as guides, the motion system educates and onboard users, showcasing the power of automation in transforming repetitive tasks into streamlined processes.
Athletics and animator Steve Haslip worked closely to bring this vision to life, focusing on creating animations that illustrate the exponential benefits of automation. Through active, linear, and directional sequencing, these animations demonstrate how user inputs can evolve into self-sustaining automations, highlighting the seamless synchronization between various apps and tasks.
Moreover, the motion system emphasizes the aspirational benefits of using Zapier—how it aids in decluttering tasks and notifications, allowing users more time and energy to focus on what truly matters. Gentle animations and subdued colors communicate a serene state of efficiency and peace, underscoring the transformative impact of effective automation on daily work life.
Incorporating UI elements that leverage elasticity and anticipation, the motion principles crafted by Athletics introduce a more approachable and humanizing aspect to digital interactions. Every animated element, from text animations to offset motions and match cuts, is designed to feel friendly and controlled, enhancing the overall user experience.
Through this motion system, Zapier’s brand identity now stands as a testament to the power of design in conveying the essence of a brand. It’s a clear representation of how thoughtful branding and visual identity can elevate a company's mission, making every workday a fresh start for its users.
Branding and visual identity artifacts
For more information make sure to check out Athletics’ website
