Think of a motion designer like a conductor. Every flicker of light, each frame, every pause, all timed with care. That’s how Jiani Hong, a Los Angeles-based visual and motion designer, shapes her work. Her visuals carry a sense of rhythm that makes them easy to absorb and hard to forget.
Jiani’s creative foundation is built on photography- and cinematography-inspired thinking. She draws from visual disciplines that prioritize framing, timing, and light—core elements that continue to influence how she approaches motion design. Her work combines these principles with 2D/3D animation, resulting in visuals that move with purpose and emotional depth.
Image: Mood Series Photography by Jiani Hong
“I think of design as a form of listening,” she says. “It’s not just about what it looks like. It’s about how it makes someone feel.”
Her early interest in photography laid the groundwork for her approach to visual storytelling. Drawn to humanist images and observational films, Jiani became attuned to subtle shifts in mood—light falling across a wall, a quiet pause between movements. These details continue to guide her design language, especially when working with motion.
That same careful pacing can be seen in the flow of her animations. Instead of constant movement, she builds around clarity and rhythm. Her sequences feel edited with care, giving each frame space to land and allowing viewers to experience the atmosphere fully.
A strong example of this is her brand identity design for Amoeba Music, the iconic California record store. Jiani led the full art direction across the project: logo design, signage, packaging, motion graphics, and a brand film. She blended retro textures with bold color palettes and sharp type, creating a visual identity that speaks to the store’s cultural legacy while giving it a renewed sense of energy.
“I wanted it to feel familiar but fresh,” she says. “Something that respects what people love about the place.”
The rebrand earned recognition from Young Ones TDC, Core77 Design Awards, Graphis New Talent, and Communication Arts. It was praised for bridging heritage with contemporary design language, showcasing Jiani’s ability to guide a full visual system while remaining sensitive to the brand’s existing audience.
Image: Amoeba Music Rebrand by Jiani Hong
Another project that reflects her approach is a title sequence design for Dead Poets Society. Created from start to finish, the piece combines her film-inspired design sensibilities with hands-on technical craft. She developed the concept, storyboarded the structure, built the environments, and handled animation and lighting, all grounded in the emotional tone of the film.
“It was about building a world that felt like the film,” she says. “Every frame had to match that feeling.”
Image: Dead Poets Society Main Title by Jiani Hong
The sequence was recognized by Communication Arts, further affirming her ability to translate cinematic atmosphere into effective motion. The piece highlights her skill in combining story, design, and execution—an approach rooted in a deep respect for visual pacing and emotional nuance.
In addition to her personal and narrative-driven work, Jiani has taken on leading roles in large-scale commercial projects. At Petrol Advertising, she works as a motion art director on entertainment and gaming campaigns. Her credits include titles like Call of Duty: Black Ops 6, Squid Game: Unleashed, and Dragon Ball: Sparking Zero, working with clients such as Netflix, Activision, Bandai Namco, and Bethesda Softworks.
Her contributions span from concept development to art direction and final animation. She often develops styleframes that set the emotional tone, ensuring that each project feels coherent across media and aligned with the story the campaign is trying to tell.
“Even on fast campaigns, I try to keep the focus on feeling,” she says. “If the visuals don’t connect with the viewer, they’re not doing their job.”
Image: Tearing Down the East Wall by Jiani Hong
Whether she’s crafting a brand system or a film-based sequence, Jiani brings the same thoughtful pace and sensitivity to each project. Her work combines the discipline of photography, the depth of animation, and the language of film. The result is design that feels both grounded and expressive.
“I’m interested in the space between motion and stillness,” she says. “That’s where a lot of the story lives.”
With a focus on rhythm, mood, and detail, Jiani’s work leaves a quiet mark. It doesn’t rush, and that’s part of its strength.
Discover Jiani Hong’s full body of work and recent projects at: jianihong.com.
