Alder Workshop
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Identity
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Frame
02
An identity that moves, for a furniture maker that does not
Client
Role
Year
Deliverables
02
Alder, motion mark
The brief
Alder's logo was a good piece of lettering that did nothing on screen. Every new hire animated it differently, and the result looked like three companies.
What happened
One rule — the mark only ever moves the way wood is worked: planed, cut, joined. A motion guideline document with thirty-two approved movements and a Lottie kit the team can drop into anything.
Results
32
approved movements (demo)
1
document everyone actually uses (demo)
−80%
time to make a social post (demo)
Demo content. Client names and figures are fictional examples supplied with the template.
Stills · select a frame and set its Fill to an image
Sheet 01
02
Stills — the best single frame
03
Process — boards and sketches
04
Detail — type, texture, timing
05
In context — where it was seen
Our logo finally does something. The motion guidelines are the most used document in the company.
Theo Alder, Founder, Alder Workshop (demo)