Reach Capital Logo Animation

Reach Capital came to us with a clear idea.

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 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.

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.

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.

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.