One motion language for every Kia market in the world.

Overview

KIA approached us to revamp their global web presence, and a key piece of that was ensuring motion and animation felt consistent across every market. I was brought in to develop a comprehensive animation guide. A standardised motion language that Kia's global teams could reference and implement, ensuring that no matter where someone experiences the Kia website, the animation quality and feel remains cohesive and on-brand.

Challenges

Creating a motion guide for a global brand is more than just defining easing curves and timing. The challenge was distilling Kia's brand personality into motion principles that are specific enough to maintain consistency, yet flexible enough for different teams across different markets to interpret and apply independently. Without that balance, guidelines either get ignored for being too rigid or produce inconsistent results for being too vague.

Solution

We developed a structured animation guide that codified Kia's motion language — covering principles like timing, easing, transitions, and hierarchy of movement. Each principle was grounded in Kia's brand values, giving global teams not just the rules, but the reasoning behind them. This gave markets a clear creative framework to work within, elevating the overall standard of animation across Kia's web ecosystem while allowing room for local execution.