Sosai needs a small, precise system of motion pieces that turn dead time into proof of work. Each loop should show the platform actually crawling a site, reading colours, or drafting a brief, not just filling silence. The same visual language stretches from tight in-app loading states to longer sequences on the marketing page, so the product feels consistent the moment someone meets it.
Overview & Goals
- Replace generic loading indicators with motion that visibly represents each product step
- Give every loop enough clarity that a waiting user learns what's happening, not just that something is happening
- Build one visual language that scales from short in-app loops to longer marketing sequences without feeling like two different products
- Keep the system light enough technically to live inside the app at production weight
Budget & Timeline
Delivery runs alongside the interface work, landing together in December. The six weeks cover concepting the visual system, building out the core loops, extending the language into the two longer marketing sequences, and a final pass to confirm everything meets the weight and format limits needed to live inside the app.
Video delivery
- Type
- Motion graphics
- Length & cut-downs
- Six loops between three and eight seconds, seamless, plus two longer sequences of about twenty seconds for the marketing page.
- Formats
- 16:9, 1:1
- Treatment
- Motion graphics
- Script
- Rough idea only
- Footage
- No footage, animation only
- Voice & subtitles
- No voice-over and no subtitles. These are silent by design.
- Music
- No music
Target Audience
Two overlapping groups meet the same motion language at different scales: people mid-task inside the product, and visitors sizing up the brand on the marketing page before they've committed to anything.
Style
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
The product has moments where something is happening and the person is waiting: the site is being crawled, the colours are being read, the brief is being written. Right now these are spinners. They are the moments where the work is most visible and we are showing nothing. We want a small set of motion pieces for those states, and the same visual language for the loops on the marketing page. Not decoration, they should show what is actually happening.
Scope & Deliverables
- A set of short seamless loading loops, one per product step, built for in-app use
- Two extended sequences using the same visual language for the marketing page
- Delivery in formats and file sizes suited to embedding inside the live product
- Source files and a short build note enabling future steps to be added to the system
Do's & Don'ts
Do
- Make each loop legible as its specific step, so waiting teaches something
- Keep the existing palette intact rather than introducing new colour
- Deliver as Lottie or optimised video under 200 KB, ready to load inside the app
- Design motion with calm, exact pacing that matches the brand's quiet confidence
Don't
- Don't fall back on a generic spinner recoloured in the brand palette
- Don't add voice-over, subtitles, or music: these states are silent by design
- Don't push the motion so lively that the app reads as impatient
- Don't treat the marketing sequences as a separate style from the in-app loops