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A quick truth about explainer videos: the animation is the easy part. The hard part is deciding what to leave out.
SaaS products can do a hundred things. But an explainer that tries to show all hundred just overwhelms people and gets closed at the 10-second mark. My whole job is ruthless editing, finding the ONE story that makes a viewer understand why the product matters, and cutting everything that distracts from it.
So when a client sends me a giant feature list, my first question isn't "how do I animate this?" It's "what's the one thing your customer needs to feel by the end?" Everything flows from that answer.
Clarity beats completeness every single time. That's the principle behind every video I make.
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How do you design a skincare brand inspired by olives… without making it look like olive oil? 🤔 🤌🏼 That's the challenge I'm currently working through!
The hero ingredient naturally brings to mind food, kitchens, and grocery shelves. But this brand belongs in a premium skincare space.
So instead of focusing on the fruit itself, I'm exploring the Mediterranean lifestyle, botanical illustrations, tactile packaging, earthy color palettes, and editorial typography to communicate the ingredient without feeling edible.
This project is still a work in progress, but I thought it would be interesting to share the exploration before the final result.
Curious... if you had to communicate olives without illustrating an olive, where would you start?
I would add a big focus on fonts with a thoughful brand voice, tone & style that describes what the brand is through catchphrases and headlines!
Can a font change the way people perceive a website?
Absolutely.
Every concept in this carousel uses the same:
• layout
• content
• images
• colors
The only thing that changes is the typography.
Each font gives the same website a different personality. It can feel bold and confident, elegant and premium, or modern and approachable.
Typography isn't just about readability.
It sets the tone, shapes emotion, and influences how people perceive a brand before they read a single word.
excellent presentation
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