The Mission
Altmetric needed an engaging way to promote their "Badges for Books" service—a tool that tracks the online impact and reach of scholarly books. Working with MTJ Media, the objective was to create a warm, accessible, and human-centric animation that simplified complex data tracking, making it appealing to authors, publishers, and researchers.
Position
Lead Motion Designer & Illustrator: I was responsible for the full creative lifecycle, from initial pencil sketches and storyboarding to the final animation and post-production.
My Involvement
Concept & Storyboarding. I developed the visual narrative, translating technical data concepts into a relatable story. I created the original storyboard frames to define the pacing and flow before moving into production.
Bespoke Illustration. To give the piece a unique, approachable feel, I originated a series of hand-drawn elements. These sketches provided a tactile contrast to the digital nature of Altmetric’s data badges.
Hybrid Animation. Combined traditional illustrative styles with clean motion graphics. I animated the characters and "badges" to show how data flows from digital mentions to a central, visual dashboard.
Brand Integration. Carefully integrated Altmetric’s signature "donut" branding and color palette, ensuring the playful illustrative style remained aligned with their established corporate identity.
The Results & Benefits
Simplified Complexity. Successfully distilled a technical product into a 60-second visual story that was easy for a non-technical audience to digest.
Unique Visual Identity. The hand-drawn aesthetic differentiated the product in a competitive data-tech market, making the brand feel more personable and partner-focused.
Multi-Platform Asset. Delivered a versatile high-impact animation used across web, social media, and industry presentations to drive awareness of the new service.
Some of the sketches used in the hand drawn parts of the animation.
The original storyboard frames.