Simon Knowles
· Dynamic Identity
Contact
Your brand already moves: on the website, in films, on social, on screens at events. A motion audit records all of it, measures it and tells you whether it adds up to one brand or several.
“We don't look as good on screen as we do in real life.”
“The product says precision. The website says template.”
“Everything we put out looks like a different company made it.”
“Every launch, someone decides how things move all over again.”
It tends to show when a brand grows past one team: a second agency, a new market, a sub-brand.
What it is ↓A brand audit checks your logo, colour, type and tone of voice. A motion audit checks the part most brand guidelines leave out: how all of it moves.
It starts with a call, so I understand what the brand stands for and what you are launching next. After that I go through every place your brand appears on a screen and record what moves, for how long, how fast and in what order.
Then I judge it against four principles: Timeless, Precise, Functional and Realism. You get numbers, not opinions.
What you get ↓A written report in six parts.
What your brand promises.
The standard your motion has to meet.
An inventory.
Every place the brand moves, recorded and timed.
A verdict on each principle.
Where it passes, where it fails, and why.
Coherence.
Whether your sites, films and channels move like one company.
The gaps.
Where motion falls short of the promise, and what that costs you.
What to fix first.
Prioritised recommendations and a first sketch of your motion rules.
One of two things. A clear scope for a dynamic identity, with motion guidelines your teams can run without me. Or a list of fixes your own people can make. Both are good outcomes.
Who does it ↓I do. Every audit is my own work, from the first call to the final report. Twenty years in motion design, for brands including Netflix, BMW and Sony.
Questions ↓A brand audit covers the whole identity and rarely looks at motion. This covers only motion, in detail.
A kick-off call and your brand guidelines, if you have them. After that I work from what your customers can see, so it takes very little of your team's time.
No. It covers everything on a screen: website, social, films, product launches, presentations and event screens.
No. The report is yours to act on however you choose.