Identity — Motion Language

Identity: The Story of Czech Graphic Design is a multifaceted project spanning a television series, feature documentary, book, and exhibition with additional international touring. Identity explores the full history and heritage of Czech graphic design while also reflecting on its current state.

Vit Zemcik was commissioned by Studio Mowshe to create a motion language overarching all pillars of the project. The aim was to bring classic graphic design works to life through animation and to build a coherent motion layer across every format. This resulted in a robust catalogue of motion sequences for seven TV episodes, a complete broadcast show package and on-air promo, animated segments and title sequences for the film, motion assets for the project’s social media communication, a large-scale video mapping on the gallery facade, and multiple digital out-of-home signage — including an animated poster that brought the famous “pooping man”, an iconic pictogram of a coin exchange machine, back into Prague’s public space.

The motion system is built on layered parallax, intersections, and overlays, evoking the experience of browsing a physical archive of posters, catalogues, and books. It combines several types of animation, from vector-based and interpretative studies of classic works to narrative kinetic typography that maintains a continuous visual flow. The result is both a homage to Czech visual heritage and a contemporary motion language.