Motion is no longer an afterthought - it’s shaping the future of branding.

In this episode, Jimmy Gordon sits down with Santiago Avila, Motion Director at Koto, to unpack how motion design transforms brand systems, from Amazon’s overhaul to Deezer’s soundwave identity and Microsoft’s voxel nostalgia.

You’ll hear insights into the strategic role of motion, toolkit creation for global teams, and advice for young designers entering a hybrid creative world.

🎥 Key topics:

• Motion strategy in branding systems

• Case studies: Deezer, Amazon, Microsoft

• Static vs dynamic identity systems

• Designing scalable motion toolkits

• Advice for T-shaped creatives

🔗 Explore Koto: https://www.koto.studio📚

Get free resources from Seasoned: https://seasoned.koto.studio

(00:00) – Intro: From Argentina to Koto

(02:00) – Why motion branding matters more than ever

(04:30) – The rise of visual systems across screens

(08:00) – Why motion must be in brand strategy from day one

(13:10) – Case study: Deezer – Emotion through motion

(18:30) – Case study: Amazon – Balancing charm with UX clarity

(25:10) – Toolkits & onboarding in-house design teams

(30:30) – Case study: Microsoft’s 50th anniversary – Voxels, nostalgia & future vision

(34:40) – Advice for aspiring motion & brand designers

(37:50) – Free creative resources: Seasoned by Koto

(40:00) – What’s next for Koto? Closing thoughts

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