Ageas
Year
- 2025
Client
- Ageas
Discipline
- Motion Branding, 2D + 3D Design & Animation, Logo Animation
- Project Overview
- Project Details
Motion language for one
of India’s premier
insurance brands
We collaborated with Pollinate Labs to build a motion identity for Ageas, translating the brand’s values of care, protection, and reassurance into a cohesive system. Our goal was to create motion that feels calm, human, and dependable, while remaining consistent across platforms and touchpoints.
With the core visual identity in place, our focus shifted to building a scalable motion framework. We developed a suite of logo animations, 3D brand extensions, and a templated typographic system designed for flexibility and long-term use. This approach ensured the brand could be extended and adapted without losing its core character.
)
)
)
)
team
Agency, Visual & Brand Identity
Pollinate Labs
Motion Identity & Direction
Rsquare
team rsquare
Creative Direction
Raz Gadhiya
Rishabh Gandhi
2D Animation
Bardan Gurung
Mohmed Siddique
Raz Gadhiya
Rhitam Majumdar
3D Design & Animation
Aronyo Guha
Flevi Harris
Rishabh Gandhi
The Brief
We worked with Pollinate Labs to shape a motion identity for Ageas that translates care, protection, and reassurance into movement. With the base visual identity already in place, motion became the tool to extend the brand and bring it to life.
Our role focused on defining motion across logo behaviour, brand visuals, and typography. We began with open exploration, looking closely at how form, rhythm, and pacing could communicate emotion. From this process, a clear motion language emerged that feels steady, human, and dependable.
The result is a flexible motion system designed to scale across digital and brand communication, helping Ageas express not just what it offers, but how it cares.
The Motion System
We built a modular motion system rooted in the core elements of the Ageas identity. Every asset was derived from the bracket symbol and the wordmark, allowing motion to extend naturally from the brand’s foundations
Logo Animations
The logo animations were one of the most challenging and defining parts of the project. At the heart of the Ageas identity, the brackets symbolize care and protection, and our task was to translate those values into motion.
We developed two core animation types, each designed for different use cases: Looping & Appearing Animations
Looping Mark Explorations
We proposed this format for spaces where the symbol needs to stay visible at all times, such as the app, website, and email signatures. The goal was to create motion that adds presence without distracting from usability.
We treated the logo like a simple, expressive character. Through short 3 to 5 second loops, we explored how it could communicate care, protection, and reassurance using subtle movement. The focus was on mood, timing, and personality.
The two brackets act as protectors, loosely behaving like hands that guide and hold. The “a” represents the individual at the center of this system. Together, they form a unified character. Not just a logo, but a quiet, consistent symbol of care.
Appearing Mark Explorations
This format is designed for moments where the brand needs to appear from a blank screen, such as the opening or ending of commercials. We explored multiple ways for the brackets and wordmark to appear, ensuring each option stayed aligned with the brand’s core personality and tone.
Building the Visual World
The 3D explorations were not isolated visuals. They were built as modular assets that could extend the logo into a larger motion ecosystem.By treating the brackets as a structural base, we created a flexible framework that scales across formats while maintaining tonal consistency. Every direction was rooted in brand attributes relevant to insurance: calmness, continuity, reassurance, and collective care.
All 3D assets were developed as looping systems. This allows them to adapt across durations, ratios, and platforms without redesigning from scratch.
This process led us in three connected directions: using light to suggest positivity and wellbeing, using repetition and depth to express collective care and trust, and using soft, natural textures like fabric and water to evoke comfort and familiarity. Early on, we also explored adding analogue textures and treatments over the clean renders to bring in a more human, tactile feel. We explored a wide range of directions, and while not all made it into the final system, each helped us make clearer, more informed decisions about what best represented the brand.
Below is a selection of explorations that were refined and filtered down to the final ten animated loops. These loops were later combined with typography and imagery to form a larger visual system used across the brand’s collateral.
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
Type in Motion
Typography formed a core pillar of the motion identity. We designed a soft, mist-like reveal system that works both on its own and alongside 3D visuals. Built around the same principles of softness, care, and comfort, the type motion uses subtle blur, gentle texture, and calm easing to stay readable and reassuring.
The system is modular and reusable, with editable After Effects templates that allow teams to update content while maintaining consistent timing and motion behaviour.
Strategic Outcome
The result is not simply animated assets, but a cohesive motion language that enables Ageas to communicate consistently across touchpoints.This project was about finding ways to express that feeling through motion. What started as a set of animations slowly grew into a motion system built on intention, softness, and clarity. From subtle logo movements to larger visual moments, every piece was designed to move with care.
©2025 Rsquare
All rights reserved