2024 · Brand System
Moniepoint
Campaign Content Engine
The Constraint
Expanding across Africa needed consistent motion language without adding headcount.
After Stripe's acquisition, Paystack was scaling rapidly. Their design team was stretched thin, and motion—critical to their brand's personality—was becoming inconsistent. They needed a system, not more designers.
- Rapid expansion to 7 African countries
- No budget for additional motion designers
- Inconsistent motion across touchpoints
- Brand personality at risk of dilution
The System
We created parametric motion guidelines encoded as Rive components. One file contains infinite variations—the design team selects parameters, and the system outputs brand-perfect animation every time.
Motion Primitives
Core animation building blocks: easing curves, timing, and physics rules.
Component Library
Pre-built Rive components for common UI patterns and marketing assets.
Parameter System
Simple controls that let anyone generate on-brand motion.
Documentation
Living guidelines that update as the system evolves.
Tech Stack
RiveFigmaLottieReact
System Logic
Step 01
Brand Params
Color, Speed, Complexity, Scale
Step 02
Rive Runtime
State-machine driven animation logic
Step 03
Multi-platform
React, iOS, Android, Web native
The Result
4x
Faster asset production
7Countries using the system
1File for infinite variations
0Motion designers needed
"The system gave us back our brand. Our team operates it independently—we haven't needed external motion support since."
Design Director·Paystack
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