Knowledge Members
Client: Business River
Role: Creative direction, design, animation
Year: 2026
The Brief
Knowledge Members’ sign-up had to explain the platform clearly while also collecting member details, and the text was doing too much of the work.
The brief was to make that moment faster and more engaging, without the usual B2B explainer look.
design
The Approach
The client hadn’t worked with explainers before, so we built the scripts together and landed on character-led animation with kinetic type, designed to read fully without sound.
The series turns on a threshold: a key, a door, and life before and after membership.
Outside, the world is cold blues. Once he’s through the door, it warms to pinks, oranges and reds, so the colour tells the story even on mute.
Characters - The Rep
A simple silhouette standing in for the audience, who are mostly sales reps. His orange tie belongs to the warm world beyond the door, and his maroon and lilac suit leads into the dark purple of the logo reveal. Expressions are kept minimal and saved for close-ups.
Characters - The Buyers
The people he’s usually shut out from, who here want to meet him. They live in the same warm palette as the world inside, and they’re seen together at a distance, so the only feature they need is a smile.
From animatic to final
The opening ten seconds, side by side. The animatic locked staging, timing and the story beats before any colour or polish went in, so the final could focus on craft rather than finding the film.
Motion Test : Intent data
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An exploration of how to show something abstract. Intent data is elusive from the outside: swirling forms bring the words in, and when a hand reaches for them, they burst apart.
Inside the club, it’s all around you and within reach. This test didn’t make the final cut.