Insight

How to Use Motion Graphics for Your Law Firm Brand

May 11, 2022

The marketing landscape is constantly evolving, and it may be difficult to keep up. But one trend has been on an upward trajectory for years and shows no sign of slowing down. In fact, it’s so ubiquitous, you probably take it for granted. The 2022 audience is not engaged by simple words or static pictures. They want movement and sound, and they want it fast. Video has been king of marketing for a hot minute, and by extension, so have motion graphics. But what are motion graphics and how can we use them in our law firm marketing? Read on to find out.

What are motion graphics?

Motion graphics are what happens when animation and graphic design come together. Anytime you see graphic design that is animated or brought to life with motion, that is motion graphics. Often motion graphics have a strong presence of typography and differ from full-on 2D animation only in length and complexity. Now that you know what motion graphics are, let’s see how you can use them in your law firm brand.

Holiday Cards

The best way to get your feet wet with motion graphics is to put together an animated video holiday card. These are short videos that you can send to your clients in the winter to wish them a happy holiday season and new year. They can be as simple or as complicated as you like, but a short and sweet message is always best. With motion graphics, the only limit is your imagination, and your clients will love to receive a video that not only represents your firm but is entertaining as well.

Some more examples from our portfolio.

Curious about the process of creating a holiday card? Find out more here.

Video Elements

If your law firm produces videos, then you will need to create custom branded elements to include in them. These are the elements that go unnoticed if done well but stand out horribly if they are not. It’s even worse if they are completely missing. This includes the introductory graphic like a logo and title card, lower thirds (sometimes called chyrons, these are the graphics that are overlayed at the bottom of the screen for names and additional information), and outro graphics. Having these elements in your video will immediately elevate the content and make the production look more professional.

Example:

Social Media Posts

Creating short videos for social media is a must. And videos using motion graphics stand out among the millions of selfie-camera talking head videos. Videos could focus on your firm history, a rebrand or new website announcement, explain your service offerings in a short and fun way, or feature company leaders

Example:

Website Enhancements

Your website is your digital touch point with your clients and potential clients, so of course, you always want to put your best foot forward. Motion graphics can be used to enhance your website by visually illustrating a point. This can be done with a video or an endlessly looping gif.

Example:

GIF of advert created by fSquared Marketing for their client AHBL.CA.

Advertising

You know those flashing banners on the top and sides of web pages? Those are motion graphics! But don’t worry, not all ads are created equal. Animated advertisements can be well designed and elegant, as well as eye-catching. Like with most animation, a good concept goes a long way. If your concept works and you have a good call to action, animated ads always outperform their static counterparts.

Example:

Motion graphics come in all shapes and sizes, so whether you choose to make a full animated video or a small digital ad, we can help you create the best animation for your unique project. Have a look at our portfolio to get some ideas and then contact us to discuss your project.

This is the original brand video that’s hosted on our site, in the portfolio section. We updated their two ad videos to not include the lawyers. Let me know if you want me to re-edit this version as well, and update the portfolio.

GIF of advert for Lawson Lundell LLP.
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