Move it or lose it with Mélina Poiré’s kinetic branding for Motion Motion festival

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Move it or lose it with Mélina Poiré’s kinetic branding for Motion Motion festival


To hammer home the medium of the festival and its “energetic” atmosphere, Mélina steered clear from sticking to one colour for the trailer. Opting for a myriad of shifting colour gradients alongside the moving type, Mélina explains: “I wanted the palette to feel wide and energetic, just as the festival is. Some designs feel more epurated – only in black and white – to balance everything that is going on.” Elsewhere, the designer leaned heavily into the beat of the trailer song, Kodama by 20syl, to express a lively universe – “I might have heard that song 1000 times and I still like it!”

As a motion designer, usually Mélina doesn’t print “or touch” anything she creates, so the designer says getting to create posters, T-shirts, totes and flyers felt particularly exciting. “Creating a festival’s branding is quite a big challenge. When I first saw a maquette of the poster, I was so hyped.” Audiences can discover the full range of Mélina’s new work in physical branding at this year’s Motion Motion (the fourth edition of the event), while diving into “the diversity of graphic design in movement”, explains the festival’s website.



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