Vucko

Brand values brought to life. ✨ Proud to see our motion identity work for Back Market featured on Creative Boom. Learn more about how motion played a holistic role within this new brand expression: https://lnkd.in/giyupwPh A collaboration between Vucko, Studio Herrström, Rasmus Wängelin, and the Back Market team. 🖤

Brand expression requires pairing values with identity. When Back Market approached Rasmus Wängelin and Studio Herrström to help them develop a new visual identity, they needed to reflect their evolution as a company and visually keep pace with their growth. Their brand personality embodies optimism, exists as a challenger to big tech, and balances an offbeat yet premium aesthetic, which wasn’t truly represented in the current brand. There was another crucial aspect of the brand that needed to be defined: motion identity principles. Back Market’s In-House Design Team, led by Victor Antonelli, engaged Vucko to craft a motion identity inspired by circular tech, with a sweeping revolving motion at its core—lending heightened meaning to messaging, imagery, and beyond. A system of animated brand elements help bring Back Market’s values to life consistently in motion, amplifying their unique expression across every touchpoint. The rebranding launched with digital and outdoor campaigns both in Europe and the US, achieving success with a look and feel that distinguishes it from big tech brands. Full case study here: https://lnkd.in/gQAPtpRf Credits Visual Identity: Rasmus Wängelin Studio Herrström Victor Antonelli - Back Market Creative Direction Dan Brill - Back Market Vianney Vaute - Back Market Motion Identity: Vucko Brand Marketing Lucile Dumeaux - Back Market Seth Farbman - Back Market Donatienne Vaute - Back Market Copywriting Adam Pasulka - Back Market Clare Austen-Smith - Back Market Production & Operations Rachel Seiden Stone - Back Market Flore Lajouanie - Back Market Hannah Laloum - Back Market Design: Manon Chrétien - Back Market Valentin Lachayze - Back Market Product Design: Florian Lissot - Back Market Ray Ho - Back Market Sound Design: Wesley Slover Sanctus

R&D is about purposeful exploration. 🛠️ It’s about discovering an intentional approach to motion and capturing the voice of a brand. Understanding how to differentiate and stand out through a brands movements. Identities are not just seen, they should be felt. ❤️ A compelling identity is more than just static.

An inside look at our process 🔍 When approaching a motion identity, it’s not about diving into animation. We need to live with the brand itself. Its values, themes, assets — the elements that define its positioning. This freedom doesn’t force us into pre-baked motion principles but drives decision-making based on values, behaviors, and outcomes. Allowing space for freedom in exploration allows space to find what matters.

It’s not just sound, it’s premium sound. But how does premium move? How do we stand out while having the flexibility to lock-up and partner with brands and artists? Developing core motion principles requires reasoning, and when exploring the idea of sound, it’s easy to visualize it in an expected way. But Tidal’s core identity, specifically the diamond, allowed us to express this across various devices and moments. 💎 Its dimensionality and weight carried meaning. And by incorporating contextual colors, the identity stood out, while maintaining the ability to align with partners. This allowed for both differentiation and alignment.

Are we positioned for the future of motion? 🔎 As the number of screens and surfaces grows, we must balance both inputs and outputs — addressing both internal and external needs. Creating a flexible and timeless system that includes evergreen components and campaign-specific needs allows us to address brand and marketing requirements effectively. It’s equally important to empower teams to extend and evolve visual and motion language as brands adapt to consumers. Brands, like humans, adapt and evolve over time. We must allow for that flexibility, play, and personality to come alive — so we don’t fall into the trap of rigid systems.

Every. Touchpoint. Matters. When brands appear differently across various screens, spaces, surfaces and events — it becomes a fragmented experience. Motion identities are not just animated versions of static visuals. The transition from digital to physical requires understanding the people (as individuals), the environment (feeling the space), and the context/interaction. When motion aligns seamlessly with identity, it creates an emotional connection that transforms the experience. And in these moments—when every element aligns perfectly— audiences feel truly connected.

🦁✨Bronze Lion in Creative Effectiveness for Spotify Wrapped. Congrats Crew!✨🦁 Rasmus, Mariola, Payman, Lauren, Ashley, Rohit, Jessica, Matthew, Donna, Louisa, Chelsea, Greg, Elise, Erin, Shayan, Lauren, Jacob, Nicole, Angela, Bruno, Emma, Shannen, Matthew, Heiko, Gabija, Marc, Chris + MANY MORE

Through years of partnership with Spotify’s In-House Creative team, we’ve been able to cultivate a deep understanding of the Spotify brand. ❤️ In our fourth year collaborating on Spotify’s Wrapped, we began the production process with an appreciation for the ethos of the campaign and a working relationship with Spotify’s In-House Creative team. The Vucko team worked holistically with Spotify’s 2023 Wrapped campaign outputs in mind to build a motion system that could scale globally across this massive campaign. Client: Spotify Director: Vucko Production Co: Hornet

To cut through the noise, an identity must create moments of delight and differentiation in the product experience. Working across a variety of surfaces and screens, with sometimes only 1-2 seconds— we need to capture attention, create awareness and evoke an emotional response. How a brand’s elements move and interact, significantly influence perception and association. Using only color, shapes, and type—motion brings these elements to life, creating powerful personal connections. So when you see Bravo — you think Entertainment.