Motion Graphics and Compositing - Project 3: Channel Identity
21/04/2025 - 18/05/2024 (Week 01 – Week 04)
Wang Yifan / 0368363
Montion Graphics & Compositing / Bachelor of Design (Honours) in Creative Media / Taylors University
Project 3: Channel Identity
For Project 3, it is a continuation of our previous Project 2, where we designed a channel bumper. In this task, we are required to create a 15–30 second Channel Ident motion graphic video for the same channel brand we developed earlier—whether it is an existing or fictional one. This video should showcase the visual style and brand identity of the channel through motion graphics. We are also allowed to reuse and build upon the visual elements from the previous project to maintain consistency in branding.
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| Procreate screenshots |
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| Mood board |
These sketches were created during the early brainstorming stage with my teammate. We used them to quickly explore visual ideas for the Jellycat ident, such as the flow of waves, how the toys could appear, and different ways the logo might be introduced.
The drawings are rough, but they helped us think about mood, motion, and possible scene layouts. We tried out different toy placements, background ideas, and character movements to get a better sense of how the animation could feel—soft, cute, and playful, just like the Jellycat brand.
These sketches were important for us to communicate and build our initial concept before moving into the storyboard and animatic stage.
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| Sketches 1 |
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| Sketches 2 |
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| Sketches 3 |
After developing our sketches, we moved on to a full storyboard to visualize the actual flow and composition of the Jellycat ident. Each frame was carefully planned to match the brand’s soft, playful identity while ensuring smooth motion and engaging transitions.
The storyboard begins with waves splashing up, symbolizing the dreamy and gentle tone of Jellycat. Then, plush toys appear one by one, gathering together playfully. This part reflects warmth and companionship.
Next, we introduced the Jellycat logo, paired with the tagline “Worry Absorber” and cute animated elements like a bunny hopping in from the side. Typography starts to move, roll, and change color, showing the fun and interactive nature of the brand.
As the sequence continues, toys fall, rotate, and transform—the lion turns into an octopus, surrounded by other characters. These transformations add charm and storytelling to the ident, keeping it lively and imaginative.
Toward the end, fonts and toys enter from different directions, and the screen splits into a colorful checkered layout with rolling plushies. Finally, water splashes again, transitioning into the Jellycat logo and final product names, bringing the ident to a calm and satisfying close.
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| Storyboard 1 |
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| Storyboard 2 |
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| Storyboard 3 |
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| Storyboard 4 |
In the beginning, I imported all my toy PNG images and arranged them into a semicircle layout. I used soft gradient brushes behind the word “Companionship” to add warmth. Each toy was animated to scale and fade in with slight delays, so the entrance felt natural and cozy.
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| Toy Entrance and Title |
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| Worry Absorber Scene |
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| Wiggle and Texture Mask |
This is where I worked on the “Jellycat With Cure” section. I brought in soft pink and blue pastel tones, and animated the waveform behind the text to move with audio. Below, I added a product description and animated characters to float slightly to simulate plush toy movement.
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| Brand Info + Waveform |
For this simple scene, I focused on isolating one toy with a clean white background. I used alpha matte masking to make the goat doll appear smoothly, then added slow position movement and scale to keep it alive but calm.
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| Solo Toy Reveal |
In this section, I used a grid layout to introduce multiple dolls with different background colors. Each toy rolls in from outside the screen using rotation and position keyframes. The bright color blocks made this scene feel energetic and playful.
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| Grid Toy Animation |
To show the slogan “Jellycat is your emotional sidekick,” I designed a colorful geometric background and animated shapes sliding in with scale and position. Each layer’s timing was carefully adjusted in the timeline so they appear rhythmically from all sides.
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| Slogan Slide-in |
In the final shot, I revealed the official Jellycat logo. The background is clean and white, with abstract colorful elements slowly drifting. I used fade-ins and light bounce movement on the logo to make the ending feel smooth and polished.
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| Final Logo Reveal |
Experiences
This Jellycat ident project was definitely a challenge for me. Even though the final video looks soft, cute, and playful, the process behind it was not easy at all. I faced quite a few technical problems—my video kept breaking, and I had to fix one issue after another. There were times when I felt stuck or frustrated, especially during animation and timing. But I kept trying different methods, rechecking my layers and timeline, and slowly made improvements. Although it took longer than expected, I feel proud that I didn’t give up and managed to complete the video in the end.
Observations
One thing I noticed is that short videos actually require just as much effort as long ones. Every second matters. If the timing is too fast, it loses the softness; if too slow, it becomes boring. I also found that the animation needed to match not only the rhythm of the music, but also the mood of the brand. Simple movements like a bounce, a fade, or a slide needed to feel intentional and gentle to reflect Jellycat’s cozy identity.
Findings
This project helped me understand that motion graphics isn’t only about making things move—it’s about expressing feelings. For Jellycat, the feeling I wanted to show was warmth, comfort, and imagination. I used soft colors, playful toys, and gentle transitions to create that emotion. Even though I struggled a lot, I learned how to be more patient, how to solve technical problems step by step, and how to stay focused on the overall message. The whole journey taught me that the process is just as important as the result.
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