Tectonic: A Motion System Built to Scale
From brand video to motion guide to plug-and-play templates. We equipped Tectonic with everything they need to move their brand forward.
Client
Tectonic
The Challenge
Tectonic was finalizing a large-scale rebrand across eight divisions. Alongside the new visual identity, they needed a way to introduce motion consistently across brand communications.
Their immediate need was a brand presentation film but from the beginning, it was clear that motion would need to live beyond a single deliverable. Their internal team needed a system they could apply over time, often without the involvement of a dedicated motion designer.
Our Approach
The Brand Film as a Motion Lab
We came on board during the final stages of their rebrand and our first focus was developing the brand presentation video. Together with them, we improved their initial script and led the entire production through delivery.
Since many brand elements were still being refined, the motion language had to be flexible enough to adapt as the identity evolved, while remaining coherent and recognizable. The video became a testing ground for early motion concepts and visual explorations, some of which were later adopted into their brand assets.
From Behaviors to a System
With insights from the video project, we had a clear direction for what Tectonic needed: a motion system that could be serious and bold for enterprise clients, while also energetic and dynamic when showcasing transformation.
We developed a motion language rooted in tectonic shifts—the powerful natural forces that reshape the earth. Subtle shifts and glitches add unpredictability, reflecting the challenging environments where Tectonic operates. The decisive motion signature combines a burst of energy, precise execution, and soft landings, showcasing the ability to operate seamlessly under those unpredictable conditions.
Through iterative exploration, we learned how to calibrate the system to achieve different tones, ensuring every communication could be delivered with the right energy.
Creating the Motion guide
We documented the system in a 40-page motion guide that explains not just what to do, but why. It covers how motion and visual identity work together, the principles behind every movement choice, and how to combine behaviors to control energy and tone.
The guide also includes practical breakdowns of every motion component, usage guidelines, and a complete resource list with implementation instructions.
Making resources easy to use
Templates were essential for this project. Since one of Tectonic’s requests was the ability to to quickly deploy and adapt assets without requiring animation expertise, we built templates that go beyond simple text replacement. Tectonic’s team can change division colors, adjust text highlights, and modify line breaks with animations automatically adapting to fit the changes.
Typography treatments, lower thirds, bumpers, and title cards can all be customized in seconds. We also created a social media template system that exports to four aspect ratios from a single source, ideal for case study content.
Snippet of the tutorial walkthrough shared with Tectonic’s team
The Results
A complete motion system that delivers:
- A 40-page motion guide outlining principles, behaviors, and usage guidelines
- More than 20 + reusable motion assets, and
- 9 flexible templates.
Tectonic now has a shared motion language that works across teams, formats, and moments. Instead of reinventing motion each time, their team can:
- Publish on-brand content with confidence
- Keep motion consistent across divisions
- Extend the system to new formats without guesswork
- Brief partners and vendors using clear references
Scope of Work
Creative Direction
Art Direction
Storyboard
Script Support
Illustration & Design
Animation
Sound Design
Motion Branding
Credits
Brand Presentation
Juliana Scaffa
Tectonic
Raff Marques
Mayumi Takahashi
Pedro de Britto
Motion Branding