The brief
Our BA Graphic Communication course sits alongside BA Graphic Design at Norwich. The two courses have a lot in common, but the distinction matters: Graphic Design is more focussed on idea-led craft of design work which generally sits in a more commercial and retail domain, and is generally rooted in more craft-based, analogue approaches. Graphic Communication focusses more on 'design for change' - campaigns, messaging, audience, and strategy, often with a call to action. It takes a multi-channel approach, leaning into digital, motion, and interactive. That distinction becomes more obvious once you're inside the courses, but is harder to signal to prospective students comparing options.
The course team wanted an opening sequence for a new recruitment presentation, something that would do the positioning work visually, in a few seconds.
My approach
Rather than a generic motion intro, I wanted the piece to be the thing it was describing, motion and digital craft working together to communicate an idea - we make design work that moves people. It was put together in After Effects with layered sounds. I later turned the project into an example at the centre of a taught session on both motion identity and sound design.
The outcome
The sequence opened the recruitment film and has since functioned as a short-form motion identity-ethos for the course each year, grounding the course in design work that moves - literally and figuratively.