When the team at Nelson Cash reached out about bringing their new FICO rebrand to life through motion, I’ll admit, I thought FICO just did credit scores. Turns out, they’re deeply involved in data analytics, fraud prevention, and enterprise security. In other words: a lot more going on under the hood.
Nelson Cash had done incredible work reinventing the brand transforming something traditionally corporate into something dynamic, colorful, and human. My role was to extend that transformation into motion: connecting the new logo, color system, and category structure into a cohesive motion narrative that embodied FICO’s sense of intelligence and connection.
After several sessions with the Nelson Cash design team, we established that motion would act as the connective tissue between FICO’s analytical precision and its newly expressive visual system. The objective was to create a top-level motion metaphor — a throughline that represented the idea of data becoming insight, complexity becoming clarity.
I began by developing motion studies around concepts of flow, transformation, and convergence — exploring how abstract forms could transition into structured systems. Each animation was rooted in core motion design theory:
Rhythm and tempo to establish brand pacing and tone.
Hierarchy and emphasis to reflect organizational clarity.
Continuity and morphing to represent interconnection between services.
The motion language aimed to make FICO feel alive, modern, and intelligent…replacing rigidity with flow. Every transition was a metaphor for what FICO does at its core: turning data into movement, complexity into understanding.
A deeply rewarding project, equal parts design theory, visual metaphor, and motion engineering. Proof that even a company built on numbers can move with heart and intelligence.
Role:
Motion Design
