A Brand that Moves: All about Fiverr’s Brand Motion Guidelines
Animation is an essential design element that brings life and context to every brand message. As a follow-up to the refreshed branding Fiverr completed with creative agency Koto, we’ve outlined the following motion design principles.
The growing need for motion design in all of Fiverr’s departments — especially within the Marketing, Product, Brand, and CRM teams — led us to summarize the key animation elements in one After Effects kit. These guidelines are meant to consolidate everything in one place while highlighting opportunities for flexibility and exploration. By following our motion guidelines, designers have all the necessary tools to create any Fiverr video format.
I began the process of creating these guidelines with my colleague Adi Gueta, another Motion Designer at Fiverr, by revisiting existing motion design work, designed both internally and externally with Awesome motion studio. To ensure design consistency while still empowering designers with the freedom to experiment, we’ve organized this into chapters. Each chapter outlines a unique, on-brand motion language.
Chapter 01: General Values
This first chapter describes our general animation values. These act as the basic foundation for the subsequent chapters. As long as these values are adhered to, every animation should feel aligned and consistent.
Chapter 02: Text Animation
We created both diverse and simple animations, so that designers have ample opportunity to customize animated text.
Chapter 03: Transitions
These transitions can be used in both motion graphics and video footage. We reduced our transitions into three simple types: cut in action, circular transition, and simple cut.
Additionally, we included example combinations of text animations with transitions for cards and supers. All of these examples adhere to our brand book’s established fonts, colors, and other design elements.
Chapter 04: Intros and Outros
Here we’ve delineated different types of formatting, timing, and video content to ensure a uniform look that’s instantly identified with Fiverr.
Chapter 05: Sub-brands
We created unique animations for each of Fiverr’s sub-brand logos that maintain the consistent look of our overarching design values. For example, Fiverr Affiliates was given a bold treatment that utilizes scale and invokes the image of a stamp. Fiverr Logo Maker was given a more playful treatment that mimics how easy and fun the Logo Maker platform is.
Chapter 06: Brand Elements
These brand elements are visual components of Fiverr and enable us to diversify our communications.
Chapter 07: Screen Division
To provide guidance on mixing video footage with typography, graphics, and branding elements, we outlined how to split the screen into halves, thirds, and quarters.
Our After Effects kit can be downloaded from our motion guidelines website by any Fiverr videos’ creator.
