Pepsi Titan Toolkit

Motion system for Pepsi's first logo and identity refresh in 14 years — establishing a pulse-driven motion principle the rest of the brand could build on for partnerships, sponsorships, and in-store activations.

Client: Pepsi
Role: Art Direction
Studio: FutureDeluxe
Year: 2024
Tags: brand identity · motion · system · toolkit
External: behance.net ↗

Description

When a 14-year-old logo gets redrawn, the static version is the easy part. The hard part is teaching the rest of the world how the new one moves — because for Pepsi specifically, the brand lives across activations, partner co-marketing, sports moments, retail. We built a motion toolkit anchored on a single principle: the logo is the source, the pulse radiates outward, and everything in the system honors that center-out rhythm. From there, designers across the network could deploy the brand without inventing their own motion language each time.

I art-directed alongside Stefan Kang. Our job was to be opinionated about the rules without being precious — every animation had to be confident enough to occupy the frame, fast enough to cut between asset formats, and modular enough to survive partner constraints. The signature pulse became the load-bearing element; everything else exists to amplify it.