Case study / Brand motion system
HarmonyFlow.
A motion system for Kissflow — one documented set of rules so every video moves like a single brand. Built on the company line, “The Power of Simple.”
01 / The problem
Every video moved differently.
Kissflow had no motion guidelines. Each video was animated independently, so titles, transitions, and lower thirds behaved differently from one piece to the next.
The brand looked consistent but did not move like one. Explainers, event films, and social posts each used their own timing, easing, and end cards, with no shared reference for a new editor to follow.
The answer was not another video. It was a system — a documented set of motion rules and ready-made components, so anyone producing for Kissflow works from the same foundation.
02 / Process
Audit the brand first, then build motion on it.
Step 01
Audit & alignment
Reviewed Kissflow's existing video output, then mapped motion onto the established design system so the rules extend the brand rather than compete with it.
Visual audit · Design-system integration
Step 02
Research & positioning
Built a moodboard to define the intended feel, and analysed how comparable SaaS brands use motion — to establish a distinct position rather than imitate one.
Moodboard · Competitive analysis
Step 03
Define the system
Set the motion language — timing, easing, and gradient behaviour — and validated each rule as a working prototype before documenting it as a spec.
Style creation
03 / Principles
Five principles the system is built on.
P.01
Smooth transitions
Elements enter and exit on consistent easing — no abrupt cuts between states.
P.02
Fluid dynamics
Motion carries weight and follow-through, so it reads as deliberate rather than mechanical.
P.03
Subtle gradients & minimalism
Restrained gradients and minimal elements. Motion supports the message; it never competes with it.
P.04
Precision
Spacing, timing, and alignment are defined as fixed values — repeatable by any editor.
P.05
Clear communication
Every animation serves comprehension first; if it does not make the message easier to follow, it is removed. “The Power of Simple,” applied to movement.
04 / The system
Reusable components, each documented as a motion spec.
Seven groups of reusable elements. Each is documented as an animated reference in the Figma file, so an editor can see exactly how it behaves before using it.
4.1Logo
01 / 02
Logo build — darkThe white logo resolves on smooth easing — for use on dark backgrounds.
02 / 02
Logo build — lightThe same build in the dark logo — for use on light backgrounds.
4.2Typography
01 / 03
Title typeEntrance for the primary headline on screen.
02 / 03
Single lineReveal for short, single-line statements and labels.
03 / 03
Multi lineStaggered reveal for stacked text blocks.
4.3Title cards
01 / 02
With photoTitle paired with a speaker or feature image.
02 / 02
Without photoType-only card for chapters and section breaks.
4.4Lower thirds
01 / 03
TransparentType over footage, with no backing plate.
02 / 03
Hard cutA snap-in variant for faster-paced edits.
03 / 03
Solid brandedA full brand-colour bar for maximum legibility.
4.5Backgrounds
Light
Liquid gradient — lightA slow-moving gradient for bright scenes.
Dark
Liquid gradient — darkA darker variant for high-contrast titles and outros.
4.6Screen mockups
01 / 01
Presenter in circleA circular speaker cut-out over the screen capture.
4.7Outros
01 / 03
"Power of Simple"The default brand sign-off.
02 / 03
"Low-Code No-Code"A positioning end card for product-led videos.
03 / 03
CTA buttonAn end card with an animated call to action.
05 / Outcome
A single documented system — HarmonyFlow — that turns producing a Kissflow video into assembling defined components.
New work starts on-brand, rather than starting from scratch.