In 2023, Scholastic had a visual rebrand, designed by Jones Knowles Ritchie. As the in-house animation consultant, LOJA helped create the "motion language" of the brand, based on the multi-shape alphabet and the tactile and exciting nature of book fairs.
SCHOLASTIC ALPHABET
The alphabet includes glyph options for each letter/number, showcasing the variety in literacy. I brought the letters to motion by creating an After Effects system where letter glyphs can be interchanged, while keeping a neutral transition.
All of the animation is based on the motion physics of 'blorp' (a made up word): elements have high elasticity and bounce, snappy transitions, and live on the same 2D plane, highlighting the physical nature of Scholastic's products.
All of the animation is based on the motion physics of 'blorp' (a made up word): elements have high elasticity and bounce, snappy transitions, and live on the same 2D plane, highlighting the physical nature of Scholastic's products.
Brand animation in use:
LOJA
Animator: Bárbara Astrini
Animator: Bárbara Astrini
SCHOLASTIC
Design Director: Kristen Williams Connell
Designers: Jones Knowles Richie, Courtney Huffhand, Shino Uro
Project Manager: Colin Scully
Design Director: Kristen Williams Connell
Designers: Jones Knowles Richie, Courtney Huffhand, Shino Uro
Project Manager: Colin Scully