Motion Identity
For this project, I addressed the need to extend Zerigo Health’s brand identity into motion, by developing animation guidelines, resulting in consistent brand experiences and enhanced digital storytelling.
Zerigo Health
After Effects
For this project, I addressed the need to extend Zerigo Health’s brand identity into motion, by developing animation guidelines, resulting in consistent brand experiences and enhanced digital storytelling.
Zerigo Health
After Effects
Defining Zerigo Health’s Motion Identity: A Vision of Simplicity and Innovation
In 2024, Zerigo Health, a healthcare startup based in San Diego, unveiled a rebrand that revitalized its visual identity. However, the updated Brand Guidelines lacked direction for motion, leaving a critical gap in how the brand could express itself dynamically across digital platforms. Recognizing that a distinctive motion identity is essential for a brand to stand out and resonate with its audience, I took the initiative to define Zerigo Health’s motion style. My goal was to craft a cohesive and innovative motion identity that reflected the company’s core values and its pioneering Narrowband Ultraviolet-B phototherapy technology, ensuring consistent and impactful brand experiences.
The task was to establish a motion identity that embodied Zerigo Health’s essence while complementing its rebranded aesthetic. This required developing clear, actionable guidelines that would empower the creative team to apply motion consistently across projects, from digital interfaces to marketing campaigns. The motion style needed to align with Zerigo’s innovative yet approachable ethos, distinguishing it in the competitive healthcare startup landscape. Drawing on the brand’s values, I identified three defining characteristics for Zerigo’s motion: simple, minimal, and gradual, ensuring every animation would feel deliberate, elegant, and reflective of the company’s focus on steady, transformative care.
The Approach
To shape Zerigo Health’s motion identity, I immersed myself in a series of animation projects, allowing the brand’s movement style to emerge organically through iterative exploration. Collaborating with the creative team, I experimented with various techniques, refining animations to align with the identified characteristics. The result was a set of motion guidelines that codified Zerigo’s unique style: animations would be simple to maintain clarity, minimal to avoid visual clutter, and gradual to evoke a sense of calm progression.
To further enhance the brand’s narrative, I incorporated color gradients to symbolize steady change, mirroring Zerigo’s commitment to transformative health outcomes. Given the company’s focus on phototherapy, I integrated subtle shadows and glows to evoke the interplay of light, creating a visual nod to its innovative technology. These elements were carefully balanced to ensure animations were both tasteful and technically efficient, enabling seamless integration across platforms.
Simple logo animation that visualizes light rays. The Zerigo Phototherapy system is an ultraviolet-light-emitting medical device.
Here is an example of how text could be animated with a voice-over, and how emphasized text would look.
This is an example of what a social post on Instagram, Facebook and X could look like. Because the audience is for regular people, there was much more creative freedom.
A longer video meant for a LinkedIn audience to showcase some of Zerigo's most important clinical data. This project intentionally does not have quirky animation, as we wanted to display Zerigo's maturity especially in B2B communications.
The Impact
The establishment of Zerigo Health’s motion identity marked a step in strengthening its brand presence. The motion guidelines provided the creative team with a clear framework, ensuring consistency and sophistication in every animated touchpoint. This project not only filled a critical gap in Zerigo’s rebrand but also set a foundation for future motion-driven storytelling. By defining a motion identity that was both distinctive and aligned with the company’s values, I helped Zerigo Health stand out in a crowded market, fostering deeper connections with its audience.