MOTION GRAPHICS ✦ PROJECT 2 Channel Bumper✦

16.6.2025 -6.7.2025 (Week9-Week11)

LIU ZIYU /0367533/

Design principles/Bachelor of Design in Creative Media

 MOTION GRAPHICS

INSTRUCTIONS

Week 7

This week, Mr. Fauzi explained the importance of file linking between different software, such as Premiere Pro and After Effects. Since After Effects does not support sound editing, it is necessary to link the project to Premiere Pro in order to insert and edit audio effectively.

Project 2: Channel Bumper

For Project 2, we were tasked with demonstrating our ability to explore and produce a channel title using creative methods. Based on the proposed channel, we created a mood board that reflects the core concept or idea, along with a style guide to convey the final look and feel. In addition, we developed storyboards and animations, and explored suitable audio elements to enhance the overall rhythm and dynamism. The final deliverable is a branded motion graphic animation.

Project Requirements:

• Compiled technical documentation in PDF format (including mood board, style guide, sketches, and storyboard)

• A 10–15 second video file (.mp4, H.264 codec, 16:9 aspect ratio – 1440 x 1080 resolution, 25 fps, AAC audio, 48kHz)

• Brand research

Brand Research Process:

To begin, I browsed Pinterest for inspiration on how motion graphics are used to promote brands. After collecting a few relevant examples, I started researching different brands in depth. I created a list of potential brands and studied them to determine which one would be most suitable for this project.

Luckin Coffee

Luckin Coffee: Brand Overview

Luckin Coffee is a Chinese coffee chain committed to delivering high-quality coffee and beverages through technology-driven innovation. With its seamless online ordering and delivery model, the brand has rapidly gained traction in the fast-evolving coffee market, particularly among young, urban consumers.

Brand Colors

• Primary Colors: Blue and white — symbolizing modernity, professionalism, and cleanliness.

• Accent Colors: Lemon yellow and dark coffee brown — used to add vibrancy and warmth.

• This color palette gives Luckin Coffee a fresh, clean, and easily recognizable identity, making it suitable for a variety of social and urban contexts.

  
  

Brand Personality, Voice, and Tone

• Personality: Modern, innovative, and forward-thinking

• Voice: Friendly, energetic, and approachable

• Tone: Positive and engaging, with an emphasis on convenience and premium quality

• The brand maintains a close connection with younger audiences, especially urban white-collar professionals, aligning with their fast-paced lifestyles.

Brand Style and Aesthetic

• Embraces a modern, minimalist design philosophy that balances functionality with visual appeal

• Utilizes vibrant graphics and clean interfaces to create an intuitive and user-friendly experience

• Promotes a fast-paced, convenient lifestyle, catering to the needs of digitally-savvy consumers

Image and Photography Style

• Focuses on clean, refined product imagery

• Highlights the color, texture, and freshness of the coffee and beverages

• Emphasizes a high-quality, lifestyle-oriented visual narrative to resonate with modern audiences

Reference

Brand Proposals

Our final reference video 1, our idea for the LOGO is that they are diffuse, and we gather them. And with this interesting text jump.

Final Project 2: Channel Bumper

Reflection

Through this project, I gained valuable experience in brand research, conceptual design, and motion graphic production. By studying Luckin Coffee’s brand identity, I was able to understand how visual elements like color, typography, and motion contribute to a cohesive and memorable brand image. The process of creating a mood board, style guide, storyboard, and final animation helped me develop a deeper appreciation for the planning and consistency required in motion design.

Additionally, working with audio and exploring how it complements motion taught me the importance of rhythm and pacing in enhancing viewer engagement. Overall, this project allowed me to apply both creative and technical skills while improving my ability to think critically about design decisions and their impact on brand communication.