Welcome to Beyond the Brief, where we venture into the world of creativity in brand and digital product design.

In this series we chat to creators across various disciplines, seeking inspiration from their passion and processes. Brave ideas from photographers to musicians, writers to animators.

Our clients are increasingly interested in bringing motion into their digital products. What does animation bring to the digital experience, and how does it improve the user journey?

Animation engages audiences on a more profound level than other mediums. With emotive visuals and carefully crafted design, animated content can cut out the noise and foster a real sense of connection with its viewers.

It’s a powerful tool for simplifying messages, engaging audiences, and of course – elevating content. Our generation grew up with animated films and cartoons, and through this we’ve developed an inherent emotional connection to this storytelling medium.

Storytelling is central to what you do at OK Social. What role does storytelling play in creating impactful animations that resonate with users?

Visual without thoughtful narratives are, simply put, just that – visuals.

Without meaning, visuals are devoid of engaging interest. We are currently in a time when this is more evident than ever.

AI advancements in video creation have resulted in floods of people sharing animated drivel, stitching prompted videos together with zero narrative, and in these videos it’s immediately apparent – usually from the first second – that this will be a dull and lifeless experience.

Great design and visuals are meaningless without the foundation of a well-written story. As Paul Rand said, content cannot exist without form.

Our clients are always looking to bring clarity to their messaging. How do you approach breaking down complex ideas through animation?

It starts with understanding. What does the client wish to achieve? How does their audience best engage with information? What barriers are getting in the way of conveying their message?

Once we’ve got a solid grasp of this, we work closely with the client and create a script that lays out the narrative and connects with the audience.

A significant part of the process involves assisting clients in finding their visual style. There’s numerous options to explore. So during this stage, we advise with suggestions, concepts, and examples of what the animation could become. We discuss our preferences, and help to align on the best approach.

Depending on the script, we may need to visualise more abstract scenes. We get to unleash our creativity and think way outside the box to bring these concepts to life by connecting the words with the imagery in a logical and beautiful way.

Accessibility and onboarding are key concerns for our clients. How can animation be used to improve these processes on digital platforms?

Animation serves as a superb tool for conveying information, such as processes, in an easy-to-follow manner.

This is where explainer videos flourish. These types of videos excel in educating using visual storytelling. Whether explaining a topic or informing audiences about a process, explainer videos are a powerful way to keep audiences engaged.

When it comes to digital platforms, we can create simple animated explainers that show the ins and outs of how a platform works. This can be achieved with a UI-style walkthrough, guiding the user on how to use the platform.

Breaking down a platform with visuals and audio allows users to understand it quickly. This is why so many people prefer to watch a beautiful video explaining how something is done rather than read the instructions.

What techniques do you use to ensure animations evoke emotion and build a connection with the audience?

To ensure you engage an audience, you’ve first got to know whom you are addressing.

This begins as the script – how do you intend to use words and converse in a manner that resonates with them? Placing yourself in the shoes of the audience permeates every stage of the creative process. In doing so, we guarantee to create content that truly resonates with audiences.

Even the little things can affect the overall feel of an animation. The closer our connection to the audience, the better the result. This can be achieved in several ways, even after the script is in place.

With clients ranging from lifestyle brands to the NHS, how do you adapt your approach for different industries?

Projects can vary significantly across different industries, but the fundamental problem and goal are often similar.

There is a clear issue, a message to convey, and an outcome the client desires. This can range from increasing brand awareness and connection, simplifying and amplifying a message, or breaking down complex topics.

We tend to adopt a consistent approach from client to client. What does vary, however, is how we engage with each particular client. We consider who they are, how they prefer to work, and most importantly, their grasp of the creative process.

These elements all influence how we collaborate. In our experience, having a clear understanding of your client and adjusting your approach accordingly ultimately makes it easier to work with them. We believe this customised approach significantly contributes to fostering a positive working relationship between different teams, regardless of the industry.

These elements influence how we collaborate. In our experience, having a clear understanding of the client and adjusting the approach accordingly, ultimately makes it easier to work together. We believe this custom, flexible approach fosters a positive working relationship across teams, regardless of industry.

What techniques do you use to ensure animations evoke emotion and build a connection with the audience?

To ensure you engage an audience, you’ve first got to know whom you are addressing.

This begins as the script – how do you intend to use words and converse in a manner that resonates with them? Placing yourself in the shoes of the audience permeates every stage of the creative process. In doing so, we guarantee to create content that truly resonates with audiences.

Even the little things can affect the overall feel of an animation. The closer our connection to the audience, the better the result. This can be achieved in several ways, even after the script is in place.

With clients ranging from lifestyle brands to the NHS, how do you adapt your approach for different industries?

Projects can vary significantly across different industries, but the fundamental problem and goal are often similar.

There is a clear issue, a message to convey, and an outcome the client desires. This can range from increasing brand awareness and connection, simplifying and amplifying a message, or breaking down complex topics.

We tend to adopt a consistent approach from client to client. What does vary, however, is how we engage with each particular client. We consider who they are, how they prefer to work, and most importantly, their grasp of the creative process.

These elements all influence how we collaborate. In our experience, having a clear understanding of your client and adjusting your approach accordingly ultimately makes it easier to work with them. We believe this customised approach significantly contributes to fostering a positive working relationship between different teams, regardless of the industry.

These elements influence how we collaborate. In our experience, having a clear understanding of the client and adjusting the approach accordingly, ultimately makes it easier to work together. We believe this custom, flexible approach fosters a positive working relationship across teams, regardless of industry.

What trends are you seeing in animation that brands should consider for their digital strategies?

More and more brands are realising the importance of motion branding. We’re chronically online now, and brands are seeking connection with their customers also exclusively through digital mediums. Even in out-of-home marketing, there is frequently a digital element accompanied by the emergence of ‘phygital’ spaces.

It’s impossible to ignore, brands that remain static will struggle to retain their relevance. Let’s look at two contrasting examples: Dropbox, a well-known cloud storage / digital SaaS tool, recently launched an interactive brand guideline website that includes guidance for motion. This is not hugely surprising, considering they are a tech platform.

Now, let’s look at Lloyd’s. Yes, that old-school legacy bank, which you rarely saw away from the high street,

It’s facing fierce competition from new FinTech startups like Revolut and Monzo. With Wolff Olins, they underwent a huge rebranding and propelled themselves into the modern age.

As part of this fresh look, Wolff Olins also developed a motion guidance system from the brand, derived from their iconic horse logo.

It’s becoming clearer to brands that they need to invest in brand cohesion, not just across static formats but also in how they move in a digital space. Brands that fail to do this will fall behind.

How do you collaborate with agencies and brands to align animations with their broader goals and identity?

Listening is crucial in collaboration. As creatives, we often have big egos and want to have our ideas and solutions heard. However, this is rarely successful in collaborative environments.

Our processes and methods are centred on communication and collaboration.