How to Brief a Motion Graphics Project Properly

Most motion graphics projects go wrong at the brief rather than the build. A vague brief produces a vague quote, and a vague quote is how a fixed price turns into a running total.

Here is what to write down before you approach anyone — us included.

1. What you actually want to be different

Not the task, the outcome. "Motion Graphics is in place and documented, so your team can change it without calling us" is a brief. "Sort out our content & creative" is not.

2. What already exists

• Access to After Effects — Admin or collaborator access, created in your account so you can revoke it whenever you like. The single most common cause of a slipped date on Motion Graphics is access arriving two weeks after kickoff
• One person who can decide — Not a committee. Someone who can approve a direction without escalating it. Where approvals need three people, we build that into the timeline rather than pretending it is free
• Whatever content the scope depends on — Copy, images, product data, brand assets — whichever apply. If you would rather we produced them, that is a separate scope and we will say so before you assume it is included
• An agreed definition of finished — We write down what "done" means for Motion Graphics before starting, and both sides sign off on it. It is the cheapest thing you can do to avoid a dispute at the end

3. The access you will need to hand over

After Effects, Lottie, Figma.

Send these as individual accounts rather than a shared login. It is not bureaucracy: individual access is revocable per person at handover, and a shared password is the single most common way a business loses control of its own systems.

4. What "done" means

Agree this before anyone quotes. On our side, done means all of the following are true:

• Every item in the Motion Graphics scope ticked off against the written list, in front of you
• Tested on a real mid-range phone, not only on a desktop browser
• Checked against your existing After Effects setup so nothing that already worked has quietly broken
• Outline or storyboard approved before production begins verified end to end rather than assumed
• Keyboard navigation and screen-reader labelling checked on anything interactive
• Handover documentation read back by someone who did not build it

5. Your real constraint

Deadline, budget ceiling, or a system that cannot go down — say which. A supplier who does not know the constraint will optimise for the wrong thing, and you will find out late.

What a decent supplier should ask you back

If nobody asks you these, that is information about them:

What is Motion Graphics?

Motion Graphics is a content & creative service from Livin Services. In one line: explain movement and process in a way static images cannot. It's a defined piece of work with an agreed finish line, not an open-ended retainer, so you know what you're buying before you commit to it.

What is included in Motion Graphics?

Motion Graphics covers voice, audience and message research for motion graphics, outline or storyboard approved before production begins, first draft plus two rounds of revision, seo and readability pass where the format calls for it, final files in every format and aspect ratio needed, source files and a reusable template where relevant, delivered as lottie where it goes on a website, so it does not cost you page speed, a reduced-motion version supplied, since animation should never be forced on a reader and project files handed over, so future edits are not locked to us. All of that gets written down before we start, so you know exactly what's landing and what isn't. Anything outside the list gets quoted separately — we won't quietly absorb it and we won't quietly bill for it either.

What is not included in Motion Graphics?

Anything not named in the written scope. In practice that usually means ongoing management after handover, content and copy you have not supplied, third-party licence and subscription costs, and work in other disciplines — those are separate services with their own scopes. We list exclusions explicitly rather than leaving them to be discovered halfway through.

How long does Motion Graphics take?

A typical Motion Graphics engagement runs 2–5 weeks from kickoff to handover. That covers discovery and scoping, build or implementation, review with your team, and a final QA pass. Larger or multi-market builds extend this and we say so during scoping rather than after.

Can Motion Graphics be delivered faster than 2–5 weeks?

Sometimes, if the scope is reduced rather than the care taken. We will tell you which parts can be deferred to a second phase to hit a date. What we will not do is compress testing and review to make a deadline look achievable — that moves the cost from the timeline to the month after launch.

How is Motion Graphics quoted?

One fixed price against a written scope. Not an hourly rate. What moves that number is how many templates, integrations and awkward edge cases are involved — not how long we happen to take, which is our problem to manage, not yours. There's no price list because a real quote depends on your situation. Tell us what you need and you'll get a written scope and a fixed figure back, with anything that could change it flagged upfront rather than appearing on an invoice later.

How we quote it

One fixed price against a scope written line by line, with the exclusions listed as plainly as the inclusions. Typical delivery is 2–5 weeks. No discovery fee, and no deposit to hold a slot.

How the work runs, week by week

People ask for this more than anything else, and it is a fair question: you are about to hand over access to systems you depend on, and "we will keep you posted" is not an answer.

Stage 1 — We look at what you actually have

Before anything is quoted we go through your current After Effects setup and whatever else touches it. Half the time this changes the recommendation — the thing you asked for turns out not to be the thing that is costing you.

Stage 2 — The scope gets written down

Every line of Motion Graphics that will be delivered, in plain English, with one fixed price and a date. Exclusions are listed as explicitly as inclusions, because the argument three weeks in is always about something nobody wrote down.

Stage 3 — Build, in the open

You see explain movement and process in a way static images cannot take shape rather than being shown a finished thing at the end. If something we assumed turns out to be wrong, you hear it the day we find out.

Stage 4 — Tested against real conditions

Voice, audience and message research for Motion Graphics is checked on real devices and real data, not just on the machine it was built on. A thing that works only in ideal conditions is not finished.

Stage 5 — Handover, then it is yours

Documentation written for your team, every account already in your name, and a walkthrough. Typical end to end: 2–5 weeks. Nothing rolls over into a monthly fee you did not ask for.

None of that is a fixed calendar. It is an order. The dates go in the scope, and the honest note is that the order almost never changes while the dates sometimes do — usually for reasons on the client side rather than ours.

A note on access and approvals

Two practical notes. Send individual accounts rather than a shared login — individual access can be revoked per person at handover, and a shared password is the most common way a business quietly loses control of its own systems. And name one person who can approve decisions. Not a committee. A project with three approvers moves at the speed of the slowest one, and everybody ends up frustrated with the wrong party.

What we check before we call it finished

"Done" is the word that causes the most arguments in this industry, because it usually means something different to each side. Ours means all of the following are true, and you can hold us to the list:

• Every item in the Motion Graphics scope ticked off against the written list, in front of you
• Tested on a real mid-range phone, not only on a desktop browser
• Checked against your existing After Effects setup so nothing that already worked has quietly broken
• Outline or storyboard approved before production begins verified end to end rather than assumed
• Keyboard navigation and screen-reader labelling checked on anything interactive
• Handover documentation read back by someone who did not build it

Note what is in there and what is not. There is no line about you being happy — not because we do not care, but because a definition of done that depends on a feeling has no end. If something is wrong against the scope, we fix it. If something outside the scope turns out to matter, we quote it as a line rather than absorbing it quietly, because absorbed work is how a fixed price stops being fixed.

The tools, and who owns them

After Effects, Lottie, Figma.

Where you already own something that does the job, we use it. Where we recommend adding something, the account gets created in your name, on your billing, with your team as administrators from the first day — not ours, and not a reseller's. This is not generosity. It is the single thing that determines whether you have a supplier or a dependency.

The same applies to everything we produce. Source files, configuration, documentation, credentials: yours, handed over as we go rather than held until a final invoice clears.

Where this discipline actually stands

Design gets bought on portfolios and judged on handover. A beautiful set of screens that nobody can build, or that only covers the ideal path, creates work rather than removing it. So we design every state — loading, empty, error, too much content, not enough — and hand over files organised for the person who has to continue them rather than for the person who made them.

What we will not do

Worth being explicit, because these are the promises you will hear elsewhere:

• We will not guarantee a commercial outcome. Explain movement and process in a way static images cannot is what the work delivers. What that turns into depends on your market, your pricing and your competitors as much as on us.
• We will not quote a number before understanding the scope. A price given in the first five minutes is a price with the risk padded in, and you pay for the padding.
• We will not take work we do not think will help. That has cost us enquiries and it will again.
• We will not hold your accounts, your data or your files as leverage.
• We will not add a tool where removing one would do. We say "remove this" fairly often, and it is always less to invoice for.

When motion graphics is not the right thing to buy

• You need it faster than 2–5 weeks. We will not compress motion graphics into a weekend by skipping the testing, and an agency that agrees to is telling you which corner they plan to cut
• You are not committed to After Effects. Most of the value here comes from working properly inside After Effects, so if you are mid-way through deciding whether to move off it, decide first — otherwise you are paying us to improve something you are about to replace
• What you actually want is explain movement and process in a way static images cannot guaranteed as an outcome. We will not sign that, because the result depends on your market, your pricing and your traffic as much as on the build. We guarantee the scope, the date and the quality of the work
• You want someone to take it away and report back monthly. This runs as a fixed piece of work with a written scope and a handover, not as a retainer — if you want a permanent content & creative function, hiring is usually cheaper than us

If any of those describe you, the useful thing is usually a conversation rather than a project. Tell us what you are trying to change and we will point at whatever we think the real lever is, including when that is something we do not sell.

What is different once it is done

• Motion Graphics is in place and documented, so your team can change it without calling us
• Voice, audience and message research for Motion Graphics delivered against a written list you can check line by line
• Every account and credential in your name, with nothing on our infrastructure
• A clear record of where you started, so the effect of the content & creative work is measurable rather than a feeling
• One fixed price paid, with no retainer required to keep it working

That is the honest list. Not a transformation — a specific set of things that are true afterwards and were not true before, each one checkable.

How we would want to be compared

If you are getting other quotes, and you should, compare the scopes rather than the totals. Ask each supplier the same three things: what exactly is included and excluded, what does done mean, and who owns the accounts at the end. The answers separate suppliers far more reliably than a portfolio does.

And if someone else's scope covers the same ground for less, take it. We would rather you did that than start something on a number nobody is comfortable with.