Summary

This project explores the creation of a motion graphics series for a typography conference, extending the concept of "found type" into both static and dynamic visual experiences. Found Type City was designed to celebrate urban letterforms discovered in everyday environments, examining how graphic design, motion, and environmental context work together to communicate a cohesive brand narrative.

Concept Focus

Found Type City is a conceptual typography conference designed for designers and urban explorers who appreciate the raw beauty of letterforms found in city landscapes. Through industrial textures, curated collages, and precise typographic design, the project creates a visual language that bridges street-level discovery with academic design discourse.

Motion Graphics Extension

Environmental Brand Experience

As an extension of the found type concept, a three-panel motion graphics installation was designed to translate the brand's visual language into a dynamic public space environment. Rather than functioning as standalone advertisements, the posters serve as a cohesive narrative—maintaining the same rhythm, texture, and sense of discovery found throughout the brand identity.

Visual Exploration

Using the established brand aesthetic, multiple motion design directions were explored to ensure visual consistency across the triptych format. The exploration focused on applying typography, texture, and subtle animation in a way that preserves clarity while reinforcing the brand's industrial and intentional character.

The Design Challenge

In high-traffic public environments like subway stations, viewers are often overwhelmed by competing visual messages and excessive motion. The challenge was to design a motion graphics series that captures attention through restraint and cohesion, while remaining visually aligned with the brand's gritty-yet-refined identity rather than feeling overly commercial or generic.

Design Approach

• Applied the brand's visual system to environmental poster layouts

• Created a narrative progression across three panels: texture → process → information

• Used synchronized subtle motion to create unity without distraction

• Incorporated industrial materials and found typography to maintain authenticity

• Balanced raw, tactile imagery with clean modernist typography for accessibility

The Result

The final motion graphics installation functions as an immersive environmental brand experience for Found Type City. By combining graphic design principles with motion design and spatial thinking, the project demonstrates how brand identity can guide public-facing communication while maintaining visual clarity, narrative consistency, and urban authenticity.

Skills: Graphic Design, Motion Graphics, Typography, Brand Identity, Environmental Design
Tools: InDesign, After Effects, Photoshop
Context: Subway Advertisement Concept | Public Space Design