matthew beaubien is a designer 

based in toronto. he is currently working with the design team at vml. this is a curation of his work.

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access in motion identity+motion

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 is a Toronto-based legal tech company offering 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 an updated brand identity I had helped design years earlier. With a shift in the target audience from small business owners to large enterprises, the brand needed to evolve strategically while retaining its core design elements.

My goal was to refine and reinvigorate the animation style, aligning it with Haloo's innovative approach to legal services while balancing professionalism and approachability.

The final collection of animations was shaped by three guiding principles: Simplicity, Grace, and Play. The compositions remain clean and fluid, blending elegance with subtle, playful movements that add character. This balance reinforces Haloo’s professional, yet approachable, identity, appealing to its new enterprise audience.

These principles were then codified into a larger brand guideline to ensure consistency across all digital touchpoints, from web interactions to marketing campaigns. The motion guidelines provided clear direction for future animations, ensuring that Haloo’s brand maintained its balance of professionalism and playfulness, while appealing to both their enterprise clients and maintaining a fresh, innovative image.






Motion

creative directionFranziska Erlebach
motionMatthew Beaubien