Ideas first, aesthetics second: MOVING’s approach to brand building

When Brett Wilkinson and Tom Saunders founded MOVING in 2012, they spotted something the industry hadn’t quite grasped yet: that motion and 3D weren’t decorative add-ons to branding, but essential parts in an increasingly digital world. The Leicester-based duo built their entire practice around integrating motion into brand DNA from day one. Today, MOVING operates as both a direct creative partner to ambitious brands and a specialist collaborator behind major agency projects, many under NDA, which explains why they’ve flown under the radar. Their approach blends Wilkinson’s strategic branding expertise with Saunders’ motion and 3D mastery, creating what they call an “ideas studio” – a distinction that prioritises conceptual thinking over mere execution. TBI: Hi Brett and Tom! How’s it going? BW: We’re doing great, thanks. Right now we’re in the thick of some interesting projects. The team’s just getting back from summer holidays; it’s that perfect mix of feeling creatively inspired and having lots of active projects, exactly where we like to be. We’ve been fans of TBI for years, so it’s great to finally do this.