For brands, evolving alongside their customers means finding clarity and simplicity in how they communicate—creating interactions that feel personal, intentional, and true to their identity.
When we partnered with Canva’s internal brand team, we didn’t jump straight into animation. We had to understand what Canva truly stands for. By defining the foundational principles that shape the brand, we uncovered behaviors that feel authentic across touchpoints—from subtle interactions to larger, more expressive moments.
From this exploration, we created a motion framework based on “Personality,” “Clarity,” and “Story.” Each principle goes beyond aesthetics; it guides how the Canva brand should moves and connect with people. Motion becomes more than animation—it’s a language that adapts with each diverse audience, allowing each interaction to feel unique, yet unmistakably “Canva.”
Consistency doesn’t come from rigid templates—They come from systems that empower every team to bring a brand to life.
For a brand like Canva, reaching a wide and diverse audience means more than just looking cohesive. It’s about ensuring that every interaction—across every channel—feels unmistakably “Canva.”
But just to be clear, consistency isn’t the end goal—Emotional connection is. Many brand guidelines end up gathering dust because they’re too restrictive or disconnected from real-world needs.
We wanted to solve this by developing a system that’s flexible, intuitive, and actually used by Canva’s teams—creating an adaptable brand experience across all channels. Because when a system is built on behaviors, principles, and interactions, it empowers global teams to bring the brand story to life in every touchpoint, ensuring an identity is felt — not just seen.