Newforma: a three-minute storytelling video for a full rebrand

Newforma went through a full rebrand while its market positioning shifted, and a storytelling video was the right way to hold the core concept. All three brands had to appear, so three minutes was the right length.

Plan the animation first

I started with animation planning, before the storyboard. That let me analyze the script closely and split each part of the video clearly.

Simple elements that guide the eye

Elements such as lines support the brand elements and lead the viewer's attention across frames and scene transitions.

No character-led story

I chose not to animate characters on purpose: the brand is portrayed as a company, not an individual, and character elements stand in for the public.

Three minutes that flow

I designed the length so every part flows and keeps viewers engaged without noticing the time pass.