{"id":424,"date":"2019-11-24T03:17:00","date_gmt":"2019-11-24T03:17:00","guid":{"rendered":"https:\/\/hatchet.tv\/?p=424"},"modified":"2025-10-13T18:27:26","modified_gmt":"2025-10-13T18:27:26","slug":"fico-brand-motion","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2019\/11\/24\/fico-brand-motion\/","title":{"rendered":"FICO Brand Motion"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"424\" class=\"elementor elementor-424\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a369b4a e-flex e-con-boxed e-con e-parent\" data-id=\"a369b4a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-44cea06 elementor-widget elementor-widget-text-editor\" data-id=\"44cea06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"386\" data-end=\"699\">When the team at <strong data-start=\"403\" data-end=\"418\">Nelson Cash<\/strong> reached out about bringing their new <strong data-start=\"456\" data-end=\"472\">FICO rebrand<\/strong> to life through motion, I\u2019ll admit, I thought FICO just did credit scores. Turns out, they\u2019re deeply involved in data analytics, fraud prevention, and enterprise security. In other words: a lot more going on under the hood.<\/p><p data-start=\"701\" data-end=\"1068\">Nelson Cash had done incredible work reinventing the brand transforming something traditionally corporate into something dynamic, colorful, and human. My role was to <strong data-start=\"869\" data-end=\"911\">extend that transformation into motion<\/strong>: connecting the new logo, color system, and category structure into a cohesive motion narrative that embodied FICO\u2019s sense of intelligence and connection.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e00c9bd elementor-widget elementor-widget-video\" data-id=\"e00c9bd\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/371736324?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-376edae e-flex e-con-boxed e-con e-parent\" data-id=\"376edae\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-13004d1 elementor-widget elementor-widget-text-editor\" data-id=\"13004d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1114\" data-end=\"1471\">After several sessions with the Nelson Cash design team, we established that motion would act as the connective tissue between <strong data-start=\"1241\" data-end=\"1272\">FICO\u2019s analytical precision<\/strong> and its newly expressive visual system. The objective was to create a <strong data-start=\"1343\" data-end=\"1372\">top-level motion metaphor<\/strong> \u2014 a throughline that represented the idea of data becoming insight, complexity becoming clarity.<\/p><p data-start=\"1473\" data-end=\"1705\">I began by developing <strong data-start=\"1495\" data-end=\"1513\">motion studies<\/strong> around concepts of flow, transformation, and convergence \u2014 exploring how abstract forms could transition into structured systems. Each animation was rooted in <strong data-start=\"1673\" data-end=\"1702\">core motion design theory<\/strong>:<\/p><ul data-start=\"1706\" data-end=\"1911\"><li data-start=\"1706\" data-end=\"1766\"><p data-start=\"1708\" data-end=\"1766\"><strong data-start=\"1708\" data-end=\"1728\">Rhythm and tempo<\/strong> to establish brand pacing and tone.<\/p><\/li><li data-start=\"1767\" data-end=\"1832\"><p data-start=\"1769\" data-end=\"1832\"><strong data-start=\"1769\" data-end=\"1795\">Hierarchy and emphasis<\/strong> to reflect organizational clarity.<\/p><\/li><li data-start=\"1833\" data-end=\"1911\"><p data-start=\"1835\" data-end=\"1911\"><strong data-start=\"1835\" data-end=\"1862\">Continuity and morphing<\/strong> to represent interconnection between services.<\/p><\/li><\/ul><p>The motion language aimed to make FICO feel <strong data-start=\"2250\" data-end=\"2284\">alive, modern, and intelligent<\/strong>&#8230;replacing rigidity with flow. Every transition was a metaphor for what FICO does at its core: turning data into movement, complexity into understanding.<\/p><p>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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88de66b elementor-widget elementor-widget-text-editor\" data-id=\"88de66b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Role:<br \/>Motion Design<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>When the team at Nelson Cash reached out about bringing their new FICO rebrand to life through motion, I\u2019ll admit, I thought FICO just did credit scores. Turns out, they\u2019re 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motion-design"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/fico-cover.png?fit=3788%2C2118&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/comments?post=424"}],"version-history":[{"count":10,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/424\/revisions"}],"predecessor-version":[{"id":812,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/424\/revisions\/812"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/425"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=424"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}