Animation Projects in 's-HertogenboschAnimation Projects in 's-HertogenboschHappy Horizon is a creative marketing company operating across multiple strategic business pillars. One of these pillars focuses on Development & Technology, addressing complex digital challenges through innovation, engineering and scalable solutions. To communicate this expertise within a live event setting, Happy Horizon commissioned the creation of a dedicated showreel.
Brief & Strategic Challenge
The objective of the project was to develop a concise yet expressive showreel that would promote the Development & Technology pillar within a limited runtime of 1 minute and 10 seconds. The animation was intended for continuous playback on a large-scale LED screen (5 × 3 metres) as part of a branded event stand. As audio could not be relied upon in this environment, the narrative needed to be fully comprehensible without sound; placing a strong emphasis on visual clarity, rhythm and hierarchy.
Concept Development & Script Structuring
The process began with a collaborative brainstorming session alongside the marketing team. Together, we defined the core narrative and messaging framework of the showreel. Based on this session, a high-level script structure was shaped and subsequently finalized. This phase marked the primary point of collaboration within the project.
Visual Translation & Storyboarding
Following script approval, the responsibility for translating the narrative into a visual language lay entirely with me. I developed a dedicated sub-style that aligned with Happy Horizon’s existing brand identity while distinctly supporting the Development & Technology pillar. This included the full visual concept, compositional logic and a detailed storyboard that defined sequencing, rhythm and visual hierarchy throughout the showreel.
Animation & Final Production
Based on the approved storyboard, I started animating the complete showreel. The animation focuses on dynamic motion, fluid transitions and carefully structured compositions to express guidance, progress and technological clarity. Through abstract visual metaphors and directional movement, the showreel positions Happy Horizon as a partner capable of navigating complexity and creating a clear horizon for its clients. The final result functions as both an aesthetic statement and a highly legible brand asset optimized for repeated, soundless viewing. Acknowledge ICT is a forward-thinking technology partner known for its innovative digital solutions and human-centred approach. As the company entered a new phase marked by a complete rebranding, they sought a compelling way to introduce their renewed identity to the market. To support this transition, I was commissioned to design and animate a series of brand-reveal assets tailored for their digital launch.
Project scope
The initial brief focused on creating animation concepts to highlight the evolution of the brand, while emphasizing Acknowledge ICT's core pillars. Produced in three formats suitable for multiple digital platforms. These variations ensured flexibility across social feeds, stories, and widescreen displays.
Concept Development
Concept 1. Transition From Old to New
The first animation concept visualised the transformation by showing the old logo seamlessly evolving into the new. This narrative underscored the continuity of the brand while signalling progress and refinement. After the transition, each organisational pillar was showcased through dynamic motion, forming a strong introduction to the renewed brand identity.
Concept 2. Immediate Brand Confidence
The second concept adopted a more direct approach. It focuses on the new logo and brand mark, immediately establishing the updated brand presence. Sequential highlights of the core pillars follow, supported by a strong motion system that reinforced attention and remembrance.
Visual Style & Motion System
The visual style of the animations is grounded in the newly developed brand identity, matching to the updated colour palette, typography, and geometric forms defined in the brand documentation. At the client’s request, the visual system should aim to elevate beyond what is presented in the new brand manual, adding more dynamism, depth, and visual impact appropriate for a brand-reveal moment.
A central element in this elevation is the use of the brandmark; internally known as the “Ackie.” Within the animation, the Ackie moves fluidly through the composition, at times even in a therefore created 3D form, leaving behind a recognizable visual trail. This motion reinforces the brand’s technical expertise while generating a sense of momentum and transformation.
Because a brand reveal must instantly capture attention, the animation is designed to make an impact within the first three seconds. The introduction is concise and direct, immediately drawing the viewer in before transitioning into smoother, fully eased movements of the Ackie and the supporting pillars. All shapes follow a motion system rooted in fluidity, precision, and digital finesse; reflecting both the renewed visual identity and the technological strength of Acknowledge ICT.
Emotion & Motion Language
The emotional tone of the animation was designed to reflect the inherently digital nature of Acknowledge ICT. Movements are fast, smooth, and deliberately catchy; mirroring the efficiency, agility, and technical sharpness of the services the company provides. The motion system leverages clean accelerations, decisive transitions, and rhythmic visual pacing to create an energetic yet coherent flow.
By developing the brand mark into a refined 3D asset, the animations gain depth and dimensionality. One recurring sequence features the signature brand shape sweeping dynamically over the previous logo, giving rise to the new mark in a fluid, almost swoosh-like gesture. This not only symbolises progression but also maximises the forward thinking mindset of the brand.
Sound Design
Alongside the visuals, I developed the full sound design to enhance the impact of the brand reveal. The audio direction aligns with the highly digital character of Acknowledge ICT: sharp glitches, rapid electronic textures, and impactful transitions support the sensation of technological precision. The composition remains intentionally bold and bombastic, appropriate for announcing something monumental and new.
To reinforce brand recognition, a custom outro jingle was created. Its melody is built from tonal “bleeps” shaped around the phonetic sound of “Á”, the first audible element in the brand name ''Acknowledge''. This sonic signature introduces a memorable, ownable sound identity, ensuring continuity across future communication touchpoints.
Formats & Deliverables
Each concept was delivered in the three required formats: 1080×1350, 1080×1920, and 1920×1080 pixels. Optimised for performance across Instagram, Snapchat, LinkedIn, and widescreen channels. This ensured a cohesive brand reveal across every touchpoint, regardless of device or platform.
Outcome
The final animations offered Acknowledge ICT a polished and compelling launch asset for their rebranding. By pairing strategic storytelling with refined motion design, the brand reveal successfully communicated both continuity and evolution, positioning Acknowledge ICT as a confident, modern leader within the ICT landscape. Four+One is a modern HR recruitment and consultancy agency that connects highly educated professionals with organizations in both permanent and interim roles. Their approach goes far beyond matching skills to vacancies; they focus on creating meaningful, long-term connections between people and companies. They approached me to develop a premium brand identity that would reflect this deeply human-centred philosophy.
Brand naming & Concept
We started with a collaborative naming session. The founders were struggling to land on a name that captured both their collective strength and their ambition to go beyond the conventional. They wanted something numerical; a reference to the five founders. I proposed Four+One: a name that represents the group of five while emphasising the “+one” as the step further they consistently take for both clients and candidates. Coincidentally, one of the founders had only that morning decided to officially join the team, making the name feel not only fitting but profoundly meaningful. That moment solidified the identity of Four+One, and set the foundation for everything that followed.
Research & Strategy
The process began with market and audience research within the HR and consultancy landscape, specifically targeting the highly educated segment.
It quickly became clear that most competitors relied on overly generic visuals, predictable stock imagery and a tone of voice lacking emotional depth or differentiation. Resulting in brands that felt interchangeable rather than intentional.
Four+One, however, speaks to two complementary audiences: highly skilled professionals on one side, and forward-thinking organizations investing in long-term growth on the other. While these audiences share ambition, expertise and the desire to make meaningful connections, each requires a tailored approach within one coherent visual system.
By identifying the overlapping values between them, we arrived at a core triad of humanity, professionalism and energy. This combination of reliability, intellectual sharpness and visual refinement resonates strongly with both groups. With a tone of voice that is both confident and accessible, and a visual style that communicates calmness as well as distinction, Four+One positions itself as a recruitment partner of the highest calibre.
Four+One’s overarching brand strategy centred on a unique balance of warmth, softness and confident boldness, positioning the brand as deeply human while also distinctly uplifting.
Three strategic pillars shaped the foundation:
Warm & Soft: celebrating the human element, personal interaction and authentic connection.
Bold & Confident: reflecting the ambition and forward-thinking mindset of highly skilled professionals and organizations.
Energy & Uplifting: ensuring the identity feels modern, memorable and energetic, while maintaining an approachable softness.
Visual Identity
The logo system is constructed from five geometric human figures; more precisely, five bodies sharing a single face. This symbolic form represents the five founders and their collaborative pact: five individuals, one unified entity. Together, these shapes create a singular character that expresses the bridge-building role Four+One plays between employers and candidates.
The logomark is filled with a semi-soft gradient that conveys both powerful energy and human warmth.
The colour palette draws inspiration from a natural sunset captured by one of the founders at his second home in Portugal; a warm orange dissolving into deep bluish-purple. These hues became the foundation of the identity: warm tones to emphasise humanity and connection, and cool tones to represent professionalism, clarity and precision.
Typography and layout follow a clean, timeless structure that balances sophistication with approachability, strengthening credibility without losing warmth.
Other Applications
Beyond the core identity, I also developed their recruitment proposal as well as the look and feel for their homepage. The homepage concept communicates both the emotional warmth behind the brand and its confident professionalism, translating the visual identity into a modern, intuitive digital experience. The recruitment proposal was developed as a scalable template, built with visual calm, clarity and refinement.
Outcome
Four+One’s brand identity merges emotional humanity with sharp professionalism. It redefines how recruitment agencies can present themselves: warm, energetic, confident and deeply rooted in the power of genuine human connection. 
