Project: Crime + Investigation: Brand Identity
Client: Crime + Investigation (A+E Networks Global Brand)
Creative Direction: Daniel Camacho (M P Studio)
Key Responsibility: Motion Systems Design & Development
1. The Challenge
The brand identity refresh for Crime + Investigation (an A+E Global Network channel) included the development of its motion graphics system. This system required the capacity to adapt across diverse programming formats, while establishing a cohesive visual language true to the channel's core investigative identity.
2. Motion System Development
Following the overall creative direction and brand identity guidelines, the focus was on translating these principles into a functional motion graphics system. This involved developing the technical structure and specific motion behaviours for the updated Crime + Investigation identity. The resulting system provided a comprehensive toolkit and guidelines ensuring consistent application of the brand's motion principles across channel branding elements.
3. Creative Motion Approaches
The motion system was designed to support five distinct creative approaches, progressing from more analog interactions to fully digital engagement, created to transport the viewer directly into the investigation, making them feel like active participants. Unifying these approaches is the C+I brand identifier [+], which acts as a dynamic cursor reflecting user input and interaction throughout the investigative journey.
Human + Tactile:
A distinct visual expression where viewers become protagonists, examining records, looking through archives, and collecting evidence to get to the bottom of investigations.
Scanning + Deciphering:
True crime visual decoding using handwritten behaviours and gestures to inspect evidence and clues, adding intrigue and inviting viewer interpretation.
Live Investigation:
An investigation canvas piecing together crucial moments and displaying interconnections, brought together through audience participation and key moment collection.
Track and Trace:
A digital approach highlighting important case information, using a multi-panel display where users track evidence to reveal hidden details.
Community Interaction:
Creating an interactive digital environment showcasing viewer engagement via live streams, reactions, emojis, and shared media, representing community involvement.
4. Graphic device motion principles
Building on the concept of the [+] identifier as a dynamic cursor, a full suite of custom animations was developed to represent common user interaction states. This involved defining specific motion behaviours for key interaction types.
