matthew beaubien is a graphic and motion designer from toronto. he is currently working on the design team at sid lee. this is a curation of his most recent work.

info


designthinkers identity+motion
OF50 identity
hermanos koumori motion
klarna campaign+motion
haloo identity+motion
cheekbone beauty campaign+motion

angel’s envy campaign+art direction


//haloo brand evolution 2024
Haloo, a Toronto-based legal tech company, offers an AI-powered platform for fast, accurate trademark searches, applications, and brand protection. I was tasked with creating a logo animation and motion guidelines to complement the evolution of brand identity I had previously helped design, (see below). With a shift in focus from small businesses to large enterprises, the brand needed a strategic evolution while retaining its core elements.

My goal was to refine the animation style while still balancing professionalism and approachability. The final animations were guided by three principles: Simplicity, Grace, and Play. Clean and fluid compositions blend elegance with subtle, playful movements and compositions, reinforcing Haloo’s professional yet playful identity for its new audience.

These principles were then codified into a larger brand guideline to ensure consistency across all digital touchpoints, from web interactions to social media to marketing campaigns. The motion guidelines provide clear direction for future animations.
motion

freelance 2024

creative directionFranziska Erlebach

motionMatthew Beaubien
//haloo rebrand 2021
Haloo simplifies trademark search and registration, making it accessible to businesses of all sizes. Using AI and proprietary algorithms, it streamlines global trademark screening, common law research, and monitoring across 195 jurisdictions. Haloo's tools empower businesses, especially small enterprises, to protect their brands with precision, speed, and ease through a user-friendly interface optimized for legal workflows.

For Haloo, the goal was to create a brand identity that visually reflects its mission: championing the clients they protect. The brand was designed to not only highlight Haloo’s role in securing trademarks but to celebrate the diversity of its clientele, ranging from small businesses to large enterprises. This emphasis on diversity, inclusivity, and the stories behind their clients was central to the identity.

The brand identity utilizes silhouettes of actual trademarked logos from Haloo's clients. These shapes form a dynamic, variable logo system, underscoring the importance of Haloo's clients in its story. The brand heroes its clients by making their logos an actual part of its visual identity.






identity
motion
digital+social

Sid Lee 2021

creative directionFranziska Erlebach

designMichelle Kuan
Matthew Beaubien

motionMatthew Beaubien

copyAlex Bird