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Those of you who've worked with us before will recognize the process, as it’s similar to designing a modular email system. Except instead of a module list, we’re establishing an animation shot list. We start with a motion inventory, looking at what animation (if any) is already in use, reviewing any exisiting motion guidelines, how other brands in your industry use animation, as well as sharing motion trends. From this we create a proposed shot list, with reference animations, rough wireframes or storyboards, each shot gets named and numbered.
Once approved, this shot list gets translated into a series of artboards in Photoshop or Figma. These 'style frames' are a series of static layouts, which capture a frame of the animation to come, and overall tone. We then animate the style frames in After Effects.
The animations need to feel part of the overall email system, so the branding is carried through via the typography, colors, tone and grid used by the email modules. The toolkit is delivered via a Google deck, with each template explained, file downloads, and guidelines. We sometimes add CSS animation to our modular email builds. So you might end up with some modules having CSS animation, and others using Gifs. Animation toolkits can be created while working on a module system, or after the fact as a standalone project.
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