Q: What unique value does animation bring to a professional association’s storytelling that static visuals or text might not?

Q: How do you balance creativity with professionalism when using animated content for a member-driven organization?

It always starts with the association’s brand and mission. We want the animation to feel like it came from them, not from us. That means using their colors, typefaces, tone—so even if we’re playful, it’s still on-brand. We also keep motion intentional. It should support the message, not distract from it. Sometimes that’s as simple as a slow headline reveal or a gentle page turn. You don’t need a full Pixar production to make it effective.

Q: How do animated covers distinguish a publication from others in a similar field?

It’s still not the norm, so right away it makes the publication stand out. It signals innovation and that the association is forward-thinking and not afraid to try something different. And for members, it makes the issue feel like an event. Even a short looping animation makes them stop and engage before moving on.

Q: How do you ensure brand consistency when using dynamic, eye-catching animated assets?

We treat animation the same way we treat a still cover design. Every frame has to work within the brand guidelines. We like to animate elements that are already part of the design rather than introducing new ones that might feel off-brand. The goal is to extend the visual language into motion, not reinvent it.

Q: What trends do you see emerging in the use of animation for associations?

I’m seeing more motion being used on social channels for event promotion, advocacy, or campaign awareness. Micro-animations—little looping movements or hover effects—are popping up in digital publications. Animated infographics are on the rise, especially when there’s complex data to explain. And more organizations are asking for reusable templates so they can drop in new content each issue without reinventing the wheel.

Q: What kind of feedback have you received from our association partners about animated content?

Clients love it. I’ve heard terms like “modern,” “fresh,” “attention-grabbing.” We’ve seen social posts with motion get noticeably higher engagement—sometimes two or three times more impressions than static posts. And animations tend to travel further. For example, people share them like a teaser trailer for the magazine issue coming up. It becomes an easy, eye-catching way to promote the content they’ve worked so hard to create.

Q: What advice would you give to associations looking to experiment with animation in their communications?

Start small. Try animating a single cover or social post and see how it performs. Think about the platform first. An animation for Instagram will be different from one for email. Keep it consistent with your brand, because if it feels disconnected, it won’t have the same impact. And partner with someone who understands both the creative and technical sides [as shown in this fictional example]. Animation is at its best when it reinforces the message, not just decorates it. Additionally, animations are most effective when they are part of a comprehensive content strategy. For example, creating an animated cover that you can pick up the animation from and turn it into a social post, email promotion, etc. You can cross-purpose them so it’s cost-effective and maximizes impact.

Ready to get things moving? Let’s chat.

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