SYNTHETIZ

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Motionlab partnered with Synthetiz to create a motion design presentation video that explains its offer, showcases its platform and makes retailers and local businesses want to take back control of their online reputation.

The challenge: instantly explain a tool that handles collecting, managing and responding to customer reviews all at once.

The client: Synthetiz

Synthetiz is a French platform dedicated to online reputation management for businesses. It lets them collect customer reviews in real time, centralize reviews posted across different platforms, respond to them with the help of AI and track their stats from a customer dashboard.

The offer is designed for brick-and-mortar businesses: shops, restaurants and retail locations. It is billed per location, with review collection materials provided on site.

But like many SaaS tools, part of Synthetiz's value is hard to convey with a simple screenshot. The video had to show the platform, but above all make clear what it actually changes in a manager's day-to-day.

The challenge: making a customer review platform instantly understandable

Synthetiz does not offer a single feature. The platform covers the entire customer review cycle, from collection to the published response.

Our challenge was to build a video that could:

Quickly introduce Synthetiz
Show the platform's main features
Make it easy to understand how it works
Highlight the concrete impact on the business's rating and visibility
Convey a serious image without overpromising
Make viewers want to book a demo

The risk would have been simply stringing screens and features together. We chose to build the video around the problem the manager actually faces.

Our approach: a motion design presentation video

We designed a clear, dynamic and reassuring motion design video, created to present Synthetiz in an accessible way to business owners who are not digital experts.

The art direction is built on a modern, easy-to-read visual style, with smooth animations that move naturally from one feature to the next.

The goal was not to add motion just to make the video more spectacular. Every animation had to help viewers understand the platform faster.

In particular, we worked on:

Information hierarchy
Highlighting the key features
Pacing between explanation and demonstration
Transitions between the different parts of the platform
Interface readability
Art direction consistent with the Synthetiz brand

Why use motion design for an online reputation platform?

A review management platform poses a specific problem: its product is essentially a digital experience, and its impact is measured elsewhere, on external platforms.

A live-action video could show a retailer or their customers, but it would struggle to show how the tool actually works. A simple screenshot, on the other hand, shows the product but does not always guide the viewer's attention enough.

Motion design lets you achieve both goals. You can isolate a feature, zoom in on part of the interface, bring in information at the right moment and visually simplify the user journey.

For Synthetiz, this format allowed us to turn a series of features into a story that is much easier to follow.

A video designed to build trust

Online reputation also calls for a particular balance. A video that is too promotional risks sounding like the promises you hear everywhere when it comes to customer reviews. A video that is too cold, on the other hand, does not make people want to take action.

So we aimed for a balance between energy, clarity, modernity and credibility.

The pacing holds attention, while the art direction and storytelling gradually build trust.

Viewers should not only understand what Synthetiz offers. They should understand why this platform can help them improve their online reputation for the long term.

The project at a glance

Client: Synthetiz
Industry: SaaS / Online reputation / Customer reviews
Project: Presentation video
Format: 2D motion design
Goal: Present the platform and its features
Audience: Retailers and brick-and-mortar businesses
Production: Motionlab

What this project shows

The Synthetiz project is a great example of why motion design works so well for SaaS products, marketing tools and management platforms.

When an offer is built on several features, showing all of them is not 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.