Brandon Fretwell is a 3D Artist & Motion Designer who blends form, type, and movement to craft captivating imagery. Specializing in 2D and 3D visual design, he mixes typography and abstract, algorithm-based forms to create dynamic animations with a deep sense for shape, composition, and lighting, in search of unique frames with bold design and strong sense of color. He experiments with various kinetic typography styles, infusing letterforms with character and pushing the bounds on visual communication across a variety of design fields. He is based in Oregon and working globally.
Why do you think kinetic typography has become so popular with motion designers? What makes letterforms a good subject of animation? And what project of yours better expresses the possibilities of kinetic type?
The beauty of typography within the field of motion design stems from the expressive personality that is given to the letterforms and how that expression conveys the message to the viewers. Movement of the letterforms can create an entire story within a few simple animation behaviors. Within this expressive behavior, emotions or feelings are conveyed in the type — in turn — becoming less about visual communication and more about creating an overall visual experience. Considerations of the typeface, 3D or 2D, color and material selection all play a role in the narrative, elevating the overall impact of the type’s movement on the screen.
One project that exemplifies the power of type in motion graphics is my work with Intel on the Master of Games Virtual Street Fair. In this project, I leveraged 3D typography into the content, making it a seamlessly integrated aspect of the overall experience. The precision of the timing and dynamic movement of the typography contributed to the fast-paced, visually impactful nature of the project. The intentional design choices conveyed a reminiscence of the thrill and excitement of playing video games.
How do you select typefaces for your motion projects? Are there specific fonts that give better results in animation?
The potential for creativity in combining typography and motion is virtually boundless. The attributes that make a typeface ideal for a particular animation are subjective and vary based on the animation's specific needs. For example, a single word or phrase in a 3D abstract animation is vastly different from a 30-second motion piece meant to convey a narrative.
When selecting a typeface, I focus on the form and aesthetic appeal of the lettering to match the movement and story. Legibility and readability are considered but priority is placed on the aesthetic of the animation. Choices should also reflect the tone and theme of the story while also complementing and enhancing the overall visual experience.
“Animated typography will only increase in use as a visual communication tool"
Do you have a specific creative process that helps you when working with type in motion? And how do you manage to keep being inspired?
My creative process when working with animated typography is often dependent on the project, especially if it’s a client facing project. Decisions whether to work in 3D or 2D, typeface selection, and composition all play key roles in deciding how to move forward in the creative strategy and visual concept. For 3D typography projects my process starts with envisioning the end result and working backwards to find a solution. These types of projects are rooted in math and formulas within the three dimensional space rather than just key frames. Through experimentation into new creative approaches the final outcome is achieved. A key step in my creative process involves setting up shortcuts and workflows within Cinema 4D and After Effects. This provides the ability to build from past setups freeing up time to focus on creating new abstract animations.
I am able to stay inspired by creating personal work published on Instagram, with no desired outcome. The limited creative boundaries on this platform encourage exploration and creation for the sake of self expression. Creating for personal growth, with few restrictions to form and structure, allows me to focus more on exploring new avenues of expression and less about results.
Is kinetic typography a fad or is it here to stay?
Typography has been a vital tool in visual communication for centuries and its use in motion design projects is no exception. While the specific styles and techniques used may evolve over time, the fundamental role that typography plays in conveying messages through visual storytelling is timeless. The technology used to help convey those ideas has sparked new ways of using motion and generative typography to communicate. As we advance into the realm of VR and AR, animated typography will only increase in use as a visual communication tool. Undoubtedly, innovative technology will continue to advance, providing new and exciting ways for the user to experience type as a visual experience. The strong presence of typography in contemporary motion design projects is a reflection of its enduring relevance and impact, rather than just a passing trend.
This interview is part of the Type Trends 2023 Lookbook / Vol 5: The counterspaces – Typography in the Age of Black Swans
Download the digital E-book for free!
The Lookbook is also available on Amazon as a printed version in black and white. A useful tool to inspire your design days, to consult in your free time or simply to make a gift.
Get the Printed Version
A project by Typecampus / Sponsored by Zetafonts
Comments