Role: Brand Designer, Motion Designer

Channels: Internal Brand Systems

The Challenge: The existing brand guidelines were static and didn’t fully capture the brand’s energetic, fast-paced personality. I needed to define a clear visual language for how Zoom moves, while proving that guidelines don't have to be boring to be followed.

Outcome: I launched a self-initiated project to completely reinvent the brand book. I injected play and exploration into the rules by animating the guidelines themselves. Through dynamic kinetic typography and smooth transitions, I created a living, moving design system that physically showcases Zoom's core traits: speed, range, and fun.
This project proved how we can respect brand guardrails while simultaneously breaking the mold to make internal tools engaging and inspiring..