CRS Cube

Motion System

Studio

Threerooms

Role

Motion system Animation

Challenge

CRS Cube is a leader in clinical data management. The brand had grown internationally and added sub-brands along the way, but the design didn’t reflect it.

Solution

Threerooms’ designers did a great job of refreshing what can be a complex topic into clear, simple visual language. My role was to let the motion reflect that, building a system from the logo out.

Result

A motion language that runs from the logo through kinetic type and scene transitions, all culminating in the brand launch video above and a refreshed podcast identity.

Logo Animation

Although the brand wanted to strip back complexity, I still wanted to show the dimensional side of what they do. The four cubes come in from 3D space (after all, they are cubes) but land as a 2D animation, showing complexity simplified.

Kinetic Type

I wanted the cube to be the guiding principle for how text transitions in and out. The text is anchored to the central cube. Though it isn’t visible, you understand it’s the base for the movement.

Scene Transitions

CRS Cube offers a lot of products, so the designers created cube stacks, each identifiable by colour to show which group it belongs to. I placed these stacks at different depths in Z space, adding visual interest through layering.

Podcast

Alongside their core output, CRS Cube produces podcasts, and they wanted a refreshed name and identity to match. I brought the new branding to life with motion that stayed true to the main brand while carving out its own distinct feel.