Long-term Design Partnership and Production Scalability
Role: Creative Lead, Motion Strategist and Art Director
Client: Unionen
Challenge: Orchestrating a High-Volume Motion Design System
Unionen, Sweden’s largest trade union, required a continuous stream of high-quality motion graphics and educational content for their digital channels over several years. The challenge was managing a high-volume production pipeline that demanded visual consistency, rapid turnaround, and strategic alignment with their evolving communication goals.
Solution: Autonomous Account Management and Systematic Design
Over the course of this multi-year engagement, I served as the sole point of contact, managing the entire lifecycle from strategic advisory to final delivery.
- End-to-End Account Ownership: After the initial pitch and proposal, I managed all client relations independently, acting as a strategic partner rather than just a vendor. This included interpreting complex briefs, technical guidance and a business focused mindset.
- Modular Graphics Ecosystem: To handle the recurring need for content, I developed a comprehensive motion graphics toolkit. This system allowed for the efficient creation of explainers, social media assets, and internal communications while maintaining a unified ”brand voice” across all touchpoints.
- Iterative Style Evolution: I led the gradual implementation of their motion language over time. By using a systematic approach to assets and templates, I ensured that the templates system could be built on and expanded over time as new needs arose.
Impact & Business Value
Operational Efficiency: By establishing a deep understanding of the client’s internal processes and brand DNA, I reduced the need for extensive briefings, resulting in significantly shorter lead times. The modular design system and the (then newly released) Motion Graphics Templates format .mogrt kept everything in one place, with a single source of truth for all the motion assets.
Cost-Effective Scalability: The modular design approach also allowed Unionen to produce a higher volume of premium content without a corresponding increase in budget or resources. The templates system was used by Unionen internally as well as by external partners, including us.
Proven Reliability: The longevity of the partnership serves as a testament to professional reliability and the ability to deliver consistent results under shifting market conditions.
Deliverables: Despite a few challenging phases, we delivered a new Motion Design System including an animated logo in different versions, transitions, intros, wipes, name tags, custom graphics and everything packaged and accompanied by thorough instructions and tutorials on how to maximize it’s use.
All the animation templates were developed in 1:1 and 16:9 formats. The following year, I delivered updates, additional elements, and provided support for its use.
Thanks to the animated logo and the user-friendly graphics package, Unionen’s communication became more cohesive and professional. The value is hard to overestimate and for me personally, it was an extremely rewarding project.
The design work was rooted in Unionen’s identity as the union for office employees. We playfully experimented with various office items and environments to ground the design process. Ultimately, we settled on paper and Post-it notes to evoke a more analog and tactile aesthetic.
The client liked the playfulness and the tactile feeling.
We elaborated on that and created sound effects of shuffling paper to accompany all the animations as well.
The Motion Graphics Package was a big deal for Unionen and has been used by hundreds of communicators across the organisation.
Motion Graphics Templates in Premiere Pro is an efficient way to put animations, graphics and captions on filmed footage, without opening AfterEffects.
