← Back to All Work
WURL — Making Invisible Infrastructure Visible
A motion design system and video suite for a B2B streaming platform — turning abstract data pipelines into a recognizable visual signature.
Hero — 16:9
The Problem
The product is powerful — and completely invisible.
Brief
- A suite of videos for partners and investors
- A system, not one-off treatments
Audience
- B2B decision-makers who need clarity fast
- Infrastructure concepts that mean nothing in prose
Constraint
- Three delivery formats for every video
- Assets reusable on the web through Lottie
My Role
I built the motion language first — then the videos.
Owned
- Motion design language
- Concept & metaphor
- Production & edit
- Multi-format delivery
Collaborated with
- Creative director
- UI/UX designer
- WURL marketing team
Key Decisions
A language built once, then spoken five times.
01
Decision 01 — System Architecture
The system before the video
Easing standards, colour-in-motion, type animation and icon grammar were fixed before the first frame. Video three shipped 40% faster than video one.
decision-1.png
decision-1-detail.png
02
decision-2-band.png
decision-2-side.png
Decision 02 — Creative Direction
Luminous objects, not another globe
Content became luminous objects moving through architectural infrastructure — pipelines, nodes, signals — taken from WURL's own distribution story rather than the category's default connected globe. Sales reported them as consistently memorable at conferences.