CoMotion 2024. An identity that celebrates the creative process. I co-directed a team of 40 to bring CoMotion 2024 to life across more than 100 deliverables.

Logo design

Designed by Muskaan Sethi and Kyle Switzer.

Animated by Kyle Switzer.

Muskaan and I knew we had to craft a logo that captures the essence of process—something so essential to an education in design—while remaining true to our organic design language.

Moving into animation, I wanted to guide viewers through the process of creating the letterforms rather than rush to the final design. Roman type anatomy provided a starting point for the logo, and that exploration continued to guide the animation.

The pitch

Over three weeks, Muskaan and I developed a pitch for the CoMotion 2024 identity. Competing with 13 other pitches, we wanted ours to be rooted in a clear concept rather than a visual style alone. The pitch needed strong 3D elements alongside 2D frames to connect with designers across motion disciplines.

On October 16, we were selected as creative directors and began assembling a 40-person team to bring the idea to life.

All frames below were designed by Kyle Switzer.

Design process

Lead: Tiffany Tedy

Designers: Evian Liao, Phyllis Zhao, Haze Nguyen, Danna Macias, Sarah Wellman, Chaoran Xu

We began the 10-week production of our title sequence with design. To support collaboration, I increased our meetings from once to twice a week, adding midweek sessions for work-in-progress reviews and questions.

Muskaan and I started by writing a 50-page design guide with clear creative direction and constraints. Cohesive brand guidelines gave our designers a shared foundation and the freedom to explore within it.

Design deck

How could we make the audience feel that they were exploring life rather than simply observing it? We explored scale, magnifying the microscopic and bringing the vastness of space into a single frame.

Motion design can reveal life through abstraction. How might we depict atoms splitting and joining in a way that felt fresh?

When we strip away the veneer of color, what remains?

Pushing depth in frames

The CoMotion design system drew inspiration from scientific diagrams, largely from a 2D world. As a result, our first drafts leaned toward a flat look.

Drawing upon my expertise in 3D animation, I encouraged our designers to explore depth within the scenes while remaining true to our design language.

Design process: Danna Macias

Graphic design system

Lead: Reem Hinedi

Designers: Aatreyi Singh, Alessia Piccoliori, Charlotte Beck, Claire Lin, Emily Strycharz, Gauthier Bossuyt

From the outset, I wanted a professional typeface to anchor the branding system. We explored several options, secured funding, and purchased Tobias from Displaay Type Foundry.

Title cards: version 1

Big type, more negative space, and room to breathe

Early in the process, some designs felt too close to the previous year’s identity. We needed to establish a new direction while keeping production on schedule.

I encouraged the team to use more negative space and let the typography become the primary compositional element.

Shots 01–02

Animated by Kyle Switzer.

I encouraged the directors to animate a shot of the sequence so that we were working alongside our animators and contributing directly to the production.

This shot combined our branded type animation with 3D, so I took it on as a way to introduce the sequence and establish its motion language.

Creating organic motion in 3D

Lines and dots are central to the CoMotion 2024 title sequence. I kept the opening minimal, introducing a single line and dot to gently guide viewers into the world of CoMotion.