Motion icon series
TotallyMoney provides a free credit score service and connects customers to their best borrowing options. As part of my role, I’ve developed and animated the brand’s icon sets, which are used throughout the customer journey — from CRM campaigns and hero banners to future applications across the web and mobile products.
TotallyMoney provides a free credit score service and connects customers to their best borrowing options. As part of my role, I’ve developed and animated the brand’s icon sets, which are used throughout the customer journey — from CRM campaigns and hero banners to future applications across the web and mobile products.
The project spans two distinct icon families: a general product set and an energy-specific set. The energy icons adopt a unique indigo-and-white treatment to sit seamlessly on teal backgrounds, aligning with the visual flow for energy-related communications. In evolving the icons, I established a motion design style for the brand, drawing on Disney’s 12 principles of animation to bring clarity and character to interactions.
The project spans two distinct icon families: a general product set and an energy-specific set. The energy icons adopt a unique indigo-and-white treatment to sit seamlessly on teal backgrounds, aligning with the visual flow for energy-related communications. In evolving the icons, I established a motion design style for the brand, drawing on Disney’s 12 principles of animation to bring clarity and character to interactions.
My contribution included extending the existing icon library with brush-outlined animations, creating new icons in the same style, and collaborating closely with illustrator Bali Engel on custom spot illustrations.
My contribution included extending the existing icon library with brush-outlined animations, creating new icons in the same style, and collaborating closely with illustrator Bali Engel on custom spot illustrations.
Outcome
The animated icon series has helped TotallyMoney establish a more distinctive and cohesive visual language across touchpoints. The motion principles introduced have shaped how the brand approaches animation more broadly, adding personality, consistency, and moments of delight to the customer experience.
The animated icon series has helped TotallyMoney establish a more distinctive and cohesive visual language across touchpoints. The motion principles introduced have shaped how the brand approaches animation more broadly, adding personality, consistency, and moments of delight to the customer experience.
Company
TotallyMoney
TotallyMoney
My role
My role
Lead designer
Lead designer
Timeline
2020-2024
2020-2024
Team
Lead designer and illustrator
Lead designer and illustrator
Deliverables
Motion animations
Motion animations
© Stina Slingo 2025