Start Up Your Life — Logo & Animation
Logo exploration, teaser animation, and motion graphics for AMS and bfi’s Start Up Your Life West program—career guidance for people rebuilding their path after 25.
Client: AMS
Published: Mar 20, 2022
Even when your logo isn’t chosen, the motion work still has to carry the brand.
Start Up Your Life West is a career program for people who need more than a job listing—especially adults past 25 rebuilding direction in a crowded market. For AMS and bfi, I contributed logo concepts, then owned the teaser animation and a later image video once the visual system locked in.
Logo exploration
Concepts leaned on arrows, paths, and upward figures—visual metaphors for tools, distance, and drive. We documented the thinking next to each mark so stakeholders weren’t guessing. The final direction uses a red compass star; mine wasn’t picked, and that still taught me more about collaborative branding than a clean solo win would have.
Animation & video
The teaser builds the logo piece by piece for the website. Months later I produced the introduction film as full motion graphics—phone notifications, maps, checklists—so the story stays on-brand instead of falling back on generic stock.