ELICIO

Motionlab partnered with Elicio to create a motion design presentation video that explains its solution, showcases its key features and makes consulting firms want to rethink their business discovery phase.

The goal: frame a complex business problem before teasing the product, without turning the video into a sales demo.

The client: Elicio

Elicio is a solution built for consulting and services firms that need to understand how their clients operate before proposing a transformation.

The platform analyzes existing documentation, suggests interviews with subject-matter experts for the consultant to approve, then conducts them online automatically. Finally, it delivers a written report, the gray areas that still need clarifying, any contradictions with the documentation and a BPMN-standard diagram.

As with many B2B solutions, part of Elicio's value is hard to convey with a simple screenshot. We had to show the tool, but above all help people understand what it changes in the day-to-day reality of a consulting engagement.

The challenge: bringing to light a problem everyone lives with but nobody names

Before Elicio, the consultant reads all the documentation, prepares interviews alone, travels to the client's site and ties up subject-matter experts for hours. They only get to meet a handful of them. Time goes by, the engagement gets expensive, and their view of the business remains partial.

The people who live with this problem know it well, but it is rarely spelled out clearly.

So our challenge was to build a video that could:

• frame the problem precisely before talking about the product;

• show the flagship features that solve it;

• make it easy to understand how the solution works;

• highlight the rigor of the method and the quality of the deliverables;

• speak to a demanding audience, more scientific than commercial;

• make viewers want to learn more, without a sales pitch.

The risk would have been to jump straight into screens and features. Instead, we chose to build the video around the consultant's journey.

Our approach: a motion design presentation video

We designed a clear, well-paced and precise motion design video, structured in two parts: first the problem, then a teaser of the features that address it.

The art direction relies on a modern, understated look, with smooth animations that move naturally from one step to the next.

The goal wasn't to add motion just to make the video more spectacular. Every animation had to help viewers understand the solution faster.

In particular, we worked on:

• structuring the information hierarchy;

• showing life before and after Elicio;

• highlighting the most important features;

• pacing the balance between explanation and demonstration;

• making interfaces and deliverables easy to read;

• keeping the art direction consistent with the Elicio brand.

Why use motion design for a complex B2B solution?

A solution like this poses a specific problem: its value doesn't show up in an interface. It is measured in a work process that spans several weeks.

A live-action video could show consultants, but it would struggle to show how the solution actually works and the journey from scattered documentation to a usable BPMN diagram.

Motion design makes it possible to achieve both goals. You can isolate a step, zoom in on part of the interface, reveal information at the right moment and visually simplify a process that involves several stakeholders.

For Elicio, this format let us turn a series of steps into a story that is much easier to follow.

A video designed for a demanding audience

Consulting calls for a particular balance. A video that is too salesy may fail to convince a technical audience used to judging the method before the pitch. On the other hand, a video that is too dense can lose viewers in the first few seconds.

So we aimed for a balance between clarity, rigor, modernity and pace.

This first video has no direct sales objective. Its role is to frame the problem and make people want to understand more.

Viewers shouldn't just understand what Elicio does. They need to understand why this approach produces a more complete and more reliable view of their client's business.

The project at a glance

• Client: Elicio

• Industry: SaaS / Consulting / Process transformation

• Project: Presentation video

• Format: 2D motion design

• Goal: Frame the problem and present the key features

• Target audience: Consulting and services firms, technical audience

• Production: Motionlab

What this project shows

The Elicio project is a particularly clear illustration of why motion design works for complex B2B solutions, analytics tools and products aimed at expert audiences.

When an offering involves several steps, showing all of them isn't enough. You have to decide what to show, in what order, for how long and at what level of detail.

That is exactly where motion design becomes a communication tool rather than just an animation technique.

Need to present a B2B solution or a complex tool?

Motionlab helps SaaS companies, startups and digital platforms create motion design presentation videos.

We can handle the entire project: message strategy, script, storyboard, art direction, animation, voiceover, music and sound design.

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