Motion Design
IMI: Motion identity
Motion language, transitions, and a branded animation system any team can apply and stay on-brand.
Mohamed Khawaldeh’s individual portfolio work, shown here as experience within the Samim team. Production roles and any agency or collaborator credits are listed below.
The project
This brand film was created to launch the new visual identity for IMI under the core positioning "We are the thread." The project communicates a powerful message about global connectivity, cultural intersection, and credible journalism through a sophisticated editorial layout, dynamic multi-panel motion design, and a unified visual narrative built to scale across web platforms, social media, and corporate presentations.
The thinking
Challenge
Translating an abstract corporate concept , "the thread" that connects global stories, cultures, and languages , into a high-end, premium visual system without relying on literal or cliché imagery like actual ropes or strings.
Goal
Establish a commanding, authoritative, yet deeply human brand presence for IMI that elevates their media positioning from simple content distributors to purposeful cultural weavers.
Direction
A minimalist, high-end editorial direction featuring bold typography, rhythmic multi-frame grid splits, and a continuous horizontal graphic line (the "thread") that anchors and guides the viewer's eye across diverse global imagery.
Mohamed’s contribution
- Creative Direction & Concept Development
- High-End Motion Design & Kinetic Typography
- Editorial Grid Systems & Layout Design
- Multi-Format Rendering & Asset Optimization
Process
Our creative workflow began by analyzing the poetic weight of the voiceover script to map out a clear visual structure. We designed custom editorial grid layouts capable of hosting disparate asset types, ranging from historical black-and-white photography to contemporary cinematic video. By utilizing the continuous horizontal line as a strict design constraint, we ensured that every single transition felt entirely intentional, mimicking the literal act of weaving different human experiences into a single, cohesive tapestry.
The delivery
- Brand Manifesto Film (Master Cut)
- Kinetic Typography Style Guide
- Dynamic Split-Screen Layout Kit
- Social Media Teaser Packages (Vertical & Square ratios)
- Custom Transition Wipes & Editorial Lower-Thirds
Value
This system was designed to make the brand easier to apply, easier to keep consistent, and more useful across every team, editor, and platform that touches it.
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