They had already spotted something clever in their own logo. When rotated 180 degrees, the mark subtly resembles a flower. A quiet metaphor for growth, reaching, and long-term potential.
Our job wasn’t to invent the concept. It was to bring it to life without breaking it.
The Idea (Credit Where It’s Due)
The Reach Capital team wanted the animation to:
Start with the logo rotated, reading as a flower
Feel like it’s growing and reaching upward
Rotate back into the RC mark
Resolve cleanly into the full Reach Capital wordmark
Simple on paper. Very easy to overdo.
The challenge was execution. Taste, timing, and restraint would make or break it.
The Real Challenges
1. Suggest, don’t illustrate
The motion needed to feel natural and earned, not designed.
2. The typography problem
The RC mark and the full Reach Capital wordmark use slightly different letterforms. A direct morph would’ve felt awkward and imprecise.
So we had to design a transition that felt seamless, even though the shapes themselves weren’t.
The Execution
This project was about restraint and precision.
We focused on:
Pacing that feels confident, not slow
Motion that supports the brand instead of showing off
Clean transitions that hide complexity
Consistency across formats and use cases
In addition to standard video exports, we also delivered Lottie JSON versions, allowing the animation to live natively on the web and in product environments without losing fidelity.
The Result
Reach Capital now has a logo animation that:
Honors the original idea without exaggerating it
Feels calm, thoughtful, and brand-true
Works across video intros, decks, and digital placements
Can be reused without feeling trendy or loud
It doesn’t announce itself. It just feels right.
Great brand work is often a collaboration.
One side brings the idea. The other makes sure it survives execution.
Our role here was clarity, restraint, and precision. The kind that lets a good idea stay a good idea all the way to the final frame.
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Posted Dec 31, 2025
Reach Capital’s logo was designed to carry a dual meaning. Our role was to translate that built-in idea into motion, creating a restrained animation.