Motion
Our motion language is grounded in human-centered movement inspired by digital gestures, like scrolling and swiping, and the real world, like the motion of stepping into the neighborhood, or tapping a card.
Explore
Entering, scaling, opening — guiding users into new spaces and inviting discovery.
Experience
Shuffle, swipe, scroll — capturing the rhythm of real movement and engagement.
Exchange
Rotation, flip — reflecting the act of giving, receiving, and connection within the ecosystem.
Behaviors
Our motion system is built around three core behaviors that reflect how people naturally move, explore, and exchange value.
Inspired by everyday interactions—both digital and physical—these behaviors provide a flexible framework for creating motion that feels intuitive, expressive, and grounded across brands, products, and experiences.
Behaviors → Explore
Explore defines the first steps into our world. Through actions like entering, opening, and scaling, motion guides users toward discovery. It creates momentum—inviting curiosity while helping people understand where they are, where they can go, and what’s possible next. Explore is motion as orientation: simple, intentional, and welcoming.
Behaviors → Experience
Experience captures how users interact with us and our products. Through gestures like scrolling, swiping, and shuffling, motion mirrors familiar physical behavior, making digital actions feel natural and intuitive. It brings rhythm and tactility to the interface—reinforcing usability while creating a sense of presence and human connection.
Behaviors → Exchange
Exchange describes motion that communicates transfer, reciprocity, and change of state. It can borrow from flipping, passing, tapping, and handing off to make value movement feel clear and connected.
Intentional
Movement that is functional and direct. Motion should be ramped to create anticipation and energy – think strong and punchy, not soft and indecisive.
Effortless
Movement that is straightforward and unfussy. Motion should be smooth, polished and flowing. Avoid any sense of stiffness.
Organic
Movement that is expressive and anchored to real world physics. Organic motion can be used to balance more rigid and systematic moments.
Principles
Motion principles ensure that movement is clear, intentional, and always in service of communication, not decoration. By prioritizing clarity, consistency, and human relevance, motion becomes a functional layer that guides interaction and strengthens understanding across the ecosystem.
Slide
Words appear with a slide up motion.
Typography
Typography is a major component of motion graphics—ranging from highly functional supers, to more expressive kinetic type. A few guiding rules help establish a framework to bring type to life, while allowing for flexibility when bespoke treatments are needed.
End card
The end card is the animated expression of the logo, used to close videos or motion assets. It reinforces brand presence through movement, timing, and transition, and should follow defined motion principles to ensure a consistent and polished finish.
Change
Moving to a new flow