Software That Moves

Visual storytelling · Motion art direction · Iconography

Giving complex software a clear visual story

Apex.AI develops software for automotive and mobility applications. For the Apex.Grace and Apex.Ida explainer, the challenge was to give a complex technical story a clear visual thread—one viewers could follow from the first frame to the last.

I led mood boarding, frame-by-frame imagery, and transition art direction, supporting the VP of Brand and Marketing. Working from the technical script, I developed a visual language that gave our animator a clear starting point and kept the story connected as it moved between ideas.

My role — Visual direction · Mood boarding · Storyboard imagery · Iconography · Transition art direction

Silent looping excerpt showing connected hexagonal graphics and transitions between Apex.Grace product benefits

Apex.Grace & Apex.Ida · Selected motion · Watch the full film on YouTube ↗

Visual system

A shared visual language

I developed a family of technical icons to give recurring ideas a recognizable form. Keeping software, sensing, planning, and development concepts visually related gave the film a foundation we could return to as the story unfolded.

Selected icons from the explainer’s visual system.

01 / Research & mood boarding

Finding clarity in a technical category

I looked closely at software and mobility explainers, considering what made a dense subject easier to follow. High contrast, clear illustration, and purposeful icons became the starting points for our direction.

The mood boards gave the team something concrete to discuss before we moved into individual frames.

Annotated research board comparing contrast, illustration styles and technical density in explainer videos — Research references and visual evaluation. Third-party examples used for inspiration.

02 / Frame-by-frame imagery

Translating the script into a visual sequence

The VP of Brand and Marketing led the technical content and script. I developed the imagery for each frame, bringing diagrams, icons, and mobility imagery into a shared visual language.

Working frame by frame let us review the story together before animation and gave the animator a practical guide to build from.

Six designed frames showing mobility applications, accelerated development, software architecture and technical iconography — Selected imagery developed for the explainer, from product benefits to software architecture.

03 / Motion art direction

Directing continuity between scenes

I worked with the animator on how each scene would lead into the next, art directing transitions between technical detail and the wider product story. Those connections helped the film feel like one continuous explanation.

Recurring icons and a consistent graphic language give viewers familiar points to return to as the subject changes.

Silent motion excerpt transitioning from autonomous driving to a wider range of mobility applications — Expanding the story across mobility applications.

Silent motion excerpt revealing the perception, planning, control and AI icons in sequence — Expanding the story across mobility applications.

My roleMood boarding
Frame-by-frame imagery
Graphic & icon design
Transition art direction

Project leadershipVP of Brand and Marketing
Technical content & script

CEO
Key stakeholder & content contributor

Animation productionExternal animator
Animation execution