Gcore
Gcore
Freelance Motion Designer · B2B Technology · 2023
Freelance Motion Designer · B2B Technology · 2023
Tools:
Tools:
5 min
Illustrator, After Effects
Client:
Client:
Gcore
Gcore
Industry:
Industry:
Cloud Infrastructure
Cloud Infrastructure
Deliverable:
Motion Design System
Deliverable:
Motion Design System
Duration:
4 Weeks
Duration:
3.5 months
Gcore is a global B2B technology company offering a complex portfolio - public cloud, video streaming, hosting, and security solutions. I was commissioned as a freelance motion designer to create a visual system and animation suite that could make these technically dense products immediately understandable to decision-makers with little or no IT background.
Gcore is a global B2B technology company offering a complex portfolio - public cloud, video streaming, hosting, and security solutions. I was commissioned as a freelance motion designer to create a visual system and animation suite that could make these technically dense products immediately understandable to decision-makers with little or no IT background.
The Challenge
The Challenge
Gcore's products are powerful but abstract. Selling cloud infrastructure and security services to non-technical stakeholders means words alone rarely close the gap - the audience needs to see and feel what a product does, not just read a description. Six distinct services needed individual visual identities that were clear, memorable, and consistent with the company's existing brand, without adding complexity.
Gcore's products are powerful but abstract. Selling cloud infrastructure and security services to non-technical stakeholders means words alone rarely close the gap - the audience needs to see and feel what a product does, not just read a description. Six distinct services needed individual visual identities that were clear, memorable, and consistent with the company's existing brand, without adding complexity.
The Approach
The Approach
The first direction I explored was complex animated infographics for each service - detailed, literal, informative. It was too much. The more information I added, the less any of it landed. The breakthrough came when I stripped everything back to a single geometric shape per service and built the entire animation around the revealing of that shape.
The first direction I explored was complex animated infographics for each service - detailed, literal, informative. It was too much. The more information I added, the less any of it landed. The breakthrough came when I stripped everything back to a single geometric shape per service and built the entire animation around the revealing of that shape.
Simple geometry has an immediate legibility that technical diagrams never achieve. A shape communicates before the viewer consciously processes it. These six shapes became the foundation for six 2D motion graphic animations, each conveying the essence of one service in a few seconds. Working within Gcore's established colour system, the animations were built to be modular - deployable individually alongside service descriptions or combined into a unified product catalogue presentation.
Simple geometry has an immediate legibility that technical diagrams never achieve. A shape communicates before the viewer consciously processes it. These six shapes became the foundation for six 2D motion graphic animations, each conveying the essence of one service in a few seconds. Working within Gcore's established colour system, the animations were built to be modular - deployable individually alongside service descriptions or combined into a unified product catalogue presentation.
The key decision: Reducing six complex enterprise products to six geometric shapes required more restraint than the brief asked for. That restraint was the work.
The key decision: Reducing six complex enterprise products to six geometric shapes required more restraint than the brief asked for. That restraint was the work.
The Result
The Result
A complete services catalogue - six animated product visuals integrated into a presentation that transformed how Gcore communicated its offering. The design system proved immediately versatile: the team applied it at Gcore's booth at the World AI Cannes Festival 2024, where Gcore's AI Edge technology held its own alongside Oracle, Fujitsu, and other global technology leaders.
A complete services catalogue - six animated product visuals integrated into a presentation that transformed how Gcore communicated its offering. The design system proved immediately versatile: the team applied it at Gcore's booth at the World AI Cannes Festival 2024, where Gcore's AI Edge technology held its own alongside Oracle, Fujitsu, and other global technology leaders.
What I'd Do Differently
What I'd Do Differently
I'd involve the sales team earlier. Halfway through the project I realised the animations were being used in live pitches, not just product documentation. Knowing that from the start would have changed the pacing and duration of each animation - pitches need a different rhythm than catalogue browsing. The system still worked, but it would have worked better with that context at the beginning.
I'd involve the sales team earlier. Halfway through the project I realised the animations were being used in live pitches, not just product documentation. Knowing that from the start would have changed the pacing and duration of each animation - pitches need a different rhythm than catalogue browsing. The system still worked, but it would have worked better with that context at the beginning.
ANAND SAWRUP
ANAND SAWRUP