LIV Golf
Motion Language & Modular Toolkit
Creative Direction | Design & Art Direction | Animation & Production
Defining a Dynamic Visual & Motion Language
LIV Golf needed a motion identity that wasn’t just visually compelling but also flexible, scalable, and seamlessly integrated into their brand communications. Our task was to develop a modular animation toolkit—one that would work across their core communications while also serving as a foundation for promo packages and show intros.
The Challenge
LIV Golf needed a motion system that was adaptable yet distinctive—one that could work across different types of content while being easy to implement for their internal content teams. More importantly, the system had to be ownable—something that truly reflected the brand’s nuances, energy, and future ambitions.
The Solution
To bring this to life, we built a minimalist yet high-energy motion system centered around one concept: "Chain Reaction"
Be it the power of follow-through, the trajectory of a slice, or the curves of the course, this concept is the meeting point of geometry and physics—starting at the moment of impact.
Swing, impact, move forward. Teed up and ready to go.
Using this philosophy, we developed a system inspired by:
Grids & Geometry – Structured, yet fluid motion principles
Momentum & Swing – Capturing the power and flow of the game
Speed & Charge – Energy-driven motion to reinforce the brand’s identity
The Impact
The system was well-received and fully implemented, strengthening the collaboration between LIV Golf’s creative leadership and our team. Beyond just a toolkit, it became a launchpad for more custom content, with additional pieces requested based on the motion identity we had established.
Because we had already built a scalable and efficient system, delivering these extra pieces was seamless—allowing us to push the limits of the visuals while keeping production smooth.
LIV Golf
This project wasn’t just about animation—it was about giving LIV Golf a motion identity that empowers their team, enhances their brand, and adapts to their evolving content needs.
The Team
LIV Golf’s Creative Director: Will Newell
MAS Creative Direction:
Producer:
Design:
Motion Graphics: