Klarna Motion ID
As Klarna grew into a global brand, it needed a unified way to move across screens and campaigns. How could motion become a distinct part of Klarna’s identity; recognizable, scalable, and rooted in its brand DNA?
A global motion identity
While employed at Klarna, I led the creation of the Klarna Motion ID. A concept and toolkit that defined Klarna’s way to move globally. Together with the in-house Motion Studio I built, we developed three guiding principles; Onward, Upward, Focus — each inspired by everyday interactions like swipe, browse, and tap. The result was a scalable motion system that felt intuitive, smoooth, and unmistakably Klarna.
Global consistency
- 1 global toolkit
adopted across all Klarna markets - 3 guiding principles
Onward, Upward, Focus - 1 KPI reel
showcasing campaigns and performance results
Services
Branding
• Motion identity system
• Motion principles (Onward, Upward, Focus)
• Visual concept development and implementation
Motion
• Toolkit for product films and campaigns
• Animation guidelines for UI, DOOH, and digital platforms
• Annual and updatable KPI reel showcasing campaigns
Tech/AI
• Scalable toolkit with automation potential
• Principles adaptable to code-based deployment
• Downloadable type-animation presets and templates
Exponential growth
We turned attention upon ourselves for a concept and to answer the question why... Because those who seek shall find. The most iconic part in the Klarna identity can be found in the detail of its symbol. Probably designed to communicate upward trajectory and growth.
A total of three guding movement principles were conceptualised, as three is a magic number and a nod to the three o’s in smoooth and the extra “o”. Always giving you that little bit of extra.
Onward and Upward are emotive and designed to create a sense of elevation and lightness, and the feeling of moving forward, respectively.
The third principle is more rational and designed to call upon user attention Focus as smooothness is also about efficiency.
