Ampersand
Freelance Lead Motion Designer - Re, M&C Saatchi Partners
1. Branding
2. Concept
3. 3D modelling & Animation
4. Logo
5. Midjourney
M&C Saatchi commissioned a series of four animated ampersands, using the brand’s iconic “&” as the foundation for a motion-led expression of its core principles: creativity, diversity, celebration, and connection.
Rather than treating the ampersand as a static brand asset, I approached it as a living graphic device — a modular framework capable of carrying meaning through behaviour. The challenge was to create distinct expressions for each principle while retaining structural coherence across the system.
Each ampersand was developed with its own motion logic, informed by the value it represented:
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Creativity explored transformation and unexpected transitions — the form evolving through controlled experimentation.
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Diversity focused on multiplicity and variation — layered movement, shifting colour relationships, and compositional interplay.
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Celebration embraced rhythm and expansion — moments of release, scale shifts, and dynamic pacing.
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Connection emphasised tension and resolution — elements converging, intersecting, and locking into alignment.
The motion was driven by typographic sensitivity and structural discipline. Every easing curve, transition, and spatial shift was intentional, ensuring the ampersand remained recognisable while expressing a distinct emotional tone.
The result is a cohesive motion system built from a single character — four interpretations unified by proportion, timing frameworks, and graphic integrity. The project demonstrates how a core brand asset can be extended into a flexible, behaviour-led visual language without losing clarity or authority.
Cables animation