Vertical Explainers
Motion Graphics & Template Design: Bomi Lee
Illustration & Animation: Ariel Magnes, Marrissa Scully
Background
Madecraft creates expert-led, world-class digital learning for global brands, delivering engaging video libraries and custom learning experiences that unlock human potential. As mobile consumption continued to rise, Madecraft identified a need to evolve its course design system to better serve vertical-first platforms while maintaining instructional clarity and visual excellence.
Project Overview
This project focused on designing a new vertical motion graphics template system for Madecraft’s learning courses, optimized for mobile viewing and short-form instructional delivery. The goal was to create explainer-style visuals that capture learner attention quickly, communicate complex ideas clearly, and scale across a wide range of subjects and courses.
Strategy & Execution
As Senior Designer, I led the concept and design of three distinct vertical template styles, each built to be modular, scalable, and instructionally focused.
Explored and defined three unique visual and motion design systems, ensuring each style supported clarity, hierarchy, and engagement in a vertical format
Designed templates to support short, concise learning moments, balancing pace, readability, and visual interest for mobile audiences
Used intentional motion, typography, and layout to break down complex concepts into easily digestible visual narratives
Ensured all templates aligned with Madecraft’s design standards while remaining flexible enough to scale across hundreds of courses and thousands of lessons
Optimized layouts for usability, consistency, and efficient production within the existing post-production pipeline
Outcome
The resulting vertical template system provided a standardized yet flexible workflow for Madecraft’s expansion into vertical-first learning content. It enabled the consistent production of high-impact, mobile-optimized courses while remaining adaptable across subjects and use cases. The templates successfully bridged professional, expert-led instruction with the modern, fast-paced consumption habits of today’s global workforce—delivering learning that is both visually engaging and instructionally effective.
Template 01 — High Engagement
This template is designed around intentional pacing and visual emphasis. Motion, typography, and hierarchy work together to guide the learner’s attention moment by moment, clearly signaling what to focus on and when. Strategic highlights, transitions, and timing help control cognitive load, ensuring key ideas are absorbed without distraction.
Ideal for Concept-heavy courses, technical walkthroughs, process explanations, and lessons where precision, sequencing, and learner focus are critical.
Template 02 — Vivid & Expressive
This template leverages bold color palettes, impactful typography, and large-scale illustration and animation to create a highly expressive learning experience. Designed to capture attention quickly in vertical, mobile-first contexts, it emphasizes energy, memorability, and emotional engagement while maintaining instructional clarity.
Ideal for Creative, inspirational, or brand-forward courses, soft skills training, marketing and storytelling content, and lessons aimed at motivation or mindset shifts.
Template 03 — Minimalist
This template adopts a restrained, conventional visual approach, using darker backgrounds, traditional color palettes, and minimal motion for a calm, focused experience. The design prioritizes clarity, readability, and stability, allowing the content itself to take center stage with minimal visual noise.
Ideal for Professional development, leadership training, compliance content, academic subjects, and courses that benefit from a more serious, timeless, and low-distraction presentation.