Motion Identity
Canva
Motion Identity
Canva
The motion identity, guidelines, and behavioral system for a global brand.
Context
As Canva expanded onto a global stage, its in-house brand team was growing rapidly alongside it. This introduced a new level of complexity for the brand, and with more teams, partners, and touchpoints interpreting the brand around the world, there was a growing need for a motion system that could turn motion from a series of isolated decisions into a shared set of behaviors.
Outcome
To support Canva's rapid global growth, we developed a motion identity, behavioral system, and set of standards that established a shared body language for the brand. Personality, Clarity, and Story became the foundation for a system that empowered teams to create interconnected experiences across an expanding global organization, remaining unmistakably Canva.
Motion System & Process
Explore a deeper look at the process, strategy, and systematic foundations that shaped the work, from initial thinking to living system.
View System & Process
As Canva's global team continued to grow, establishing a shared understanding of motion became just as important as defining the motion itself. We developed a set of guiding principles that gave internal teams and external partners a common foundation for why the brand should move the way it does.
With the principles established, they expanded into a comprehensive motion system built to support every layer of the brand. Typography, logo, gradients, UI behaviors, cursor interactions, transitions, and supporting assets were all designed as part of a single behavioral framework rather than a collection of individual components.
Supporting a rapidly growing creative organization required more than a set of guidelines. It required a living source of truth that teams could return to as the brand continued to evolve. Every principle, behavior, asset, and implementation example was brought together into a comprehensive documentation system designed for long-term adoption.
