Asked to demystify Circle’s crypto-based investment products, The Mill Design team creates a series of minimal but tactile films “pairing fluid and kinetic motion with the brand’s ‘Sundae’ color palette”.
Henry Foreman, head of design at The Mill Design: “At the core of the project we tasked ourselves with crafting an extension to Circle’s brand guidelines. The brand had never stepped into 3D motion design before, so the first part of R&D was to translate their existing design language into new parameters that became the unifying aesthetic and logic to build upon.
“We worked closely with agency Performance Art and Circle to refine and evolve their product stories to create a sense of ease and optimism. By using playful 3D metaphors, we were able to convey the freedom and possibility that Circle technology provides to its investors.
“We developed Circleverse into a welcoming optimistic world that felt unencumbered by friction or legacy systems. An optimistic, positive, and inviting environment that conveys seemingly complex ideas in simple, easy-to-understand terms using playful animation, fun shapes, colors, and textures.”
Client: Circle
Agency: Performance Art
Production: The Mill Design
Head of Design: Henry Foreman
Creative Director: Anthony Fieldsend
Concept Development: James van den Elshout
Lead Designer: Sam Singleton
Motion Designers: Alex Petrovsky, Andrey Poleshko, Marcos Roberto Savignano Monteiro, Sifagul Keser, Raquel Fernandes, Paul Bloomfield, Kwok LamGlobal
Executive Producer, Mill Design: Ian Walker
Senior Producer: Kate Ryan
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