We started with a content audit, mapping where and how motion could reinforce the new brand across Webflow's marketing touchpoints, then built a holistic motion strategy tying every animated element back to the brand's ethos. From there, we designed a logo animation system with morphing effects and kinetic typography, a library of animated illustrations to extend the visual identity, and subtle light-pass animation treatments for typography that emphasized fluidity and innovation. To make the system genuinely usable day-to-day, we packaged it all into adaptable social, banner, and marketing templates the Webflow team could apply themselves.