Muuvmojis :: Behance
Matias Rossi
Overview
Muuv needed a way to humanize its fitness experience and strengthen emotional engagement within the product.
The challenge was to create a motion-driven visual system that could bring personality, motivation, and clarity into key user moments — without disrupting usability.
My Role
Senior Motion Designer & Motion System Lead.
I led the creative direction, animation system development, and execution of the Muuvmojis emotional layer.
Approach
Instead of designing isolated animations, I built a scalable character-based motion system.
The goal was to:
Add emotional reinforcement to workouts
Increase user engagement
Maintain product clarity
Ensure Lottie-ready, lightweight animations
Every motion decision balanced personality with performance.
Execution
Designed and animated a series of expressive Muuvmojis characters.
Delivered optimized Lottie animations for in-app integration.
Created a modular system that allowed consistent expansion of the character library across product and marketing touchpoints.
Impact
The Muuvmojis system enhanced product personality and created stronger emotional connection during workouts.
It introduced a distinctive motion identity that supported retention and brand differentiation within the fitness space.
Tools: After Effects, Lottie, UX Motion
Deliverables: Motion System, Character Animations, In-App Assets
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Posted Aug 20, 2024
Defined motion rules for timing, emphasis, and transitions, then produced a modular Lottie set aligned to UX states (feedback, confirmation, celebration).
