Pulse
A motion brand package for a music and culture platform built around energy, rhythm, and controlled chaos.
After Effects
Art Direction
About project
Pulse is a motion design project for a digital music and culture platform targeting a young, design literate audience. The platform needed a visual motion language that felt as dynamic as the content it hosted — music reviews, artist spotlights, and cultural commentary.
Challenge
The biggest challenge was creating motion that felt high energy without becoming noise. The audience was sophisticated and would immediately clock anything that felt cheap or templated. Every animation needed to feel intentional and tied to the brand's personality.
Process
Started by building a motion moodboard around three references — vinyl record mechanics, oscilloscope waveforms, and brutalist editorial layouts. From there defined a motion language with specific easing curves, timing rules, and transition styles. Built the full package in After Effects with exported assets ready for web and social use.
Result
A complete motion brand package including animated logo, transition system, social media templates, and a 60 second brand film. The platform launched with a motion identity that felt genuinely original and became a reference point for the team going forward.
Project shots
