Treatwell had multiple animators producing content with no shared reference point. I wrote and designed the brand's motion guidelines, a system covering principles, timing, typography and platform safe zones, then applied it across seasonal social campaigns and AI-assisted production.
Services
Motion Designer, Brand Systems
AGENCY
Treatwell
Year
2026
Four principles sit behind every animation on the account, so any animator could produce on-brand work without me in the room.
Calm, intentional movement. The message lands in the first few seconds, with no wasted frames.
Transitions feel connected and meaningful, never jarring or random.
Standard ease-in-out by default, so every element accelerates gently from its origin and settles naturally into its final position. Interactive elements get a more tactile curve; imagery is allowed a more pronounced one, provided nothing feels abrupt.
Image Speed and Value Curve
How long the logo stays on screen depends on where it's showing. A quick social cutdown and a long broadcast spot need different treatment: enough time for the brand to register, without it overstaying its welcome or fighting the creative for attention.
Video generated from stills should feel just as natural as the photography it came from. That sometimes means editing, smoothing over the small glitches AI video generation can introduce, so nothing breaks the illusion.
The guidelines in use across social campaigns