- Client:Schroders
- Categories:Animation, Branding
Overview
This project is a Lunar New Year motion graphics video created for Schroders to celebrate the Year of the Pig.
The animation was designed as a festive brand greeting that combines cultural symbolism with a refined financial identity, delivering a warm and optimistic message for the year ahead.
Concept
The creative direction is built around the pig as a dual-layered symbol.
In Chinese culture, the pig represents prosperity, abundance, and good fortune, while in a financial context it also resonates with themes of wealth accumulation and long-term growth.
By connecting these meanings, the animation transforms a traditional Lunar New Year symbol into a brand-relevant storytelling device that aligns with Schroders’ identity as a global investment management company.
Design Approach
- Symbol-Led Motion Narrative
The pig character was used as the central narrative anchor throughout the animation, guiding transitions and shaping the overall motion flow.Rather than functioning as a static decorative element, it was integrated into the animation as a storytelling device that connects different visual moments.
- Logo-Led Motion System
A key design decision was to extend the Schroders brand identity by using the logo as a generative motion system. Instead of treating the logo as a static end frame, its geometric structure was deconstructed and reinterpreted as part of the animation language.
The logo form was used to generate festive “sprinkle” and firework-inspired motion elements, allowing it to evolve into a dynamic visual system throughout the video.
This approach ensured that the brand identity was not limited to the opening or closing frames, but embedded within the motion language itself. By transforming the logo into a structural foundation for motion, the animation strengthens the connection between brand identity and festive expression.
- Financial × Festive Visual Language
The animation blends traditional Lunar New Year aesthetics with a modern financial visual style.
This includes:
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- A vibrant festive colour palette representing celebration and prosperity
- Clean and structured motion design aligned with brand professionalism
- Subtle visual metaphors referencing growth, abundance, and stability
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Motion & Transition System
Smooth transitions and rhythmic motion were used to create a continuous narrative flow.
The animation pacing was designed to reflect a celebratory yet elegant tone, balancing festive energy with corporate clarity.
Solution
The final video delivers a cohesive Lunar New Year greeting that merges cultural storytelling with brand communication.
By using the pig as both a symbolic and narrative element, and extending the logo into a motion system, the animation creates a unified visual experience that is both festive and brand-specific.
Key Takeaway
This project demonstrates how motion design can evolve a static brand identity into a dynamic storytelling system.
By integrating cultural symbolism, character-driven narrative, and logo-based motion generation, the animation shows how brand assets can be transformed into a cohesive and expressive motion language.