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The Royal Academy of Arts, the RA, was founded in 1768 and has a unique position as an independent, privately funded institution led by eminent artists and architects. In-Col was asked to support the RA in creating their motion identity, before taking on the responsibility of developing comprehensive motion guidelines and template for their iconic brand.

We proposed two distinct approaches to motion design, catering to both traditional and contemporary styles. The traditional approach emphasises calmness with slower, more deliberate movements, while the contemporary approach is dynamic and energetic. The choice of style depends on the content and target audience.

Additionally, we developed two new stylistic concepts inspired by how art is experienced and displayed. The first approach reflects the audience's experience within a gallery, focusing on moments of contemplation as they engage with art at the RA. This approach captures the dynamic movement of a viewer's gaze—forward, backward, and around a piece—mirroring their analytical engagement from multiple perspectives. The second approach centers on how institutions present art to the public, offering a "behind-the-scenes" reveal that showcases and highlights artwork in innovative ways.