Fostering Network Motion Design

The Objective

The primary objectives for this campaign were centred around giving a voice to care-experienced young people in a way that was both respectful and resonant. A key focus was the development of a creative and cohesive visual identity that could be applied consistently across all campaign materials. We also aimed to deliver emotionally impactful content through motion design—work that would engage a broad audience, including foster carers, professionals, and young people themselves. Finally, the animations needed to function as a core tool within the Fostering Wellbeing  masterclasses, supporting learning and fostering empathy through powerful, real-world storytelling.

The Challenge

The subject matter came with significant responsibility. We weren’t just creating educational animations—we were shaping how sensitive, personal stories would be told to thousands of carers and professionals across the UK. One of the core challenges was ensuring the authenticity of the young people’s voices without compromising their privacy or emotional wellbeing. At the same time, we needed to strike a delicate balance between creative storytelling and emotional realism, making sure the content felt truthful and impactful without becoming overwhelming. Crafting a visual language that was inclusive, warm, and human—while also being adaptable for future campaigns—was another important consideration. Finally, we had to deliver animations that were accessible and emotionally resonant, all within a short runtime.

Solution

We collaborated closely with The Fostering Network and a group of care-experienced young people from the very beginning. Their voices weren’t just featured, they shaped the foundation of our creative approach.

1. Visual Identity & Character Design

We began by developing a bespoke visual identity for the campaign, including a flexible, emotionally warm character design style. The characters were designed to feel expressive and grounded, with enough abstraction to ensure anonymity without losing their emotional impact. We used a muted but hopeful colour palette, soft textures, and fluid transitions to reflect the often-complex journeys of children in care.

2. Authentic Voiceovers & Story Structure

Instead of scripted voice actors, we worked with real recordings from care-experienced young people, preserving their original voices, pacing, and emotion. This formed the narrative backbone of both animations, ensuring authenticity and emotional depth.

We built story arcs around key themes such as trust, wellbeing, and belonging—then used these stories to craft two character-driven animations that are both deeply personal and universally relevant.

3. Motion Design & Animation

Using 2D motion graphics, we created a visual language that felt both expressive and cohesive. Our motion design approach emphasised fluid movement and metaphorical transitions to reflect emotional shifts, such as a character stepping from shadows into light or finding comfort in abstract representations of safe spaces.

Every movement was designed with intention—subtle, emotive, and respectful to the weight of the subject matter.

4. Creative Strategy & Storytelling

We were involved from strategy to storytelling, helping shape how these stories would be delivered and received. Our team ensured the animations would work both as standalone social content and within the structured Fostering Wellbeing masterclasses.

Results

The final outputs were two powerful, emotionally resonant animations that are now central to the Fostering Wellbeing campaign. We’re proud to have played a central role in a campaign that doesn’t just inform—it connects, empowers, and makes space for real voices to lead the way.