creative Director:
Motion Graphics, Hand-Drawn, Typography, Graphic Design
matador network
agency:
Role:
Hand-Drawn Stories from the Florida Keys: A Journey Through Nature, Food & Conservation
The Concept
The graphics were designed to feel organic and human—something that would complement the natural environments and documentary style of the footage rather than compete with it.
Each typographic element was hand-drawn, textured, and animated, creating a tactile visual layer that feels closer to handwritten travel notes than traditional motion graphics. The imperfect line work and subtle texture help the type feel connected to the coastal landscapes and laid-back culture of the Keys.
This travel film explores the Florida Keys through a sustainability lens—highlighting the ecosystems, communities, and local food traditions that define the region. From paddleboarding through mangrove forests to ocean cleanup dives, turtle rehabilitation, and Gulf-to-Plate seafood experiences, the video follows a journey through the people and places working to protect this unique environment.
To support the storytelling, I designed a series of expressive motion graphics that appear throughout the film, helping guide viewers through each location and experience.
The animated typography acts as both storytelling and visual rhythm within the film.
Graphics are used to introduce locations, highlight moments in the journey, and guide viewers through the narrative as it moves from mangrove forests to coral reefs to waterfront kitchens. By layering expressive lettering over the footage, the design adds personality while maintaining a natural, editorial feel.
The goal was to create graphics that feel playful, textured, and spontaneous—reinforcing the spirit of exploration at the heart of the story.
Design Approach
KATIE CLEEK
“it'S ABOUT THE WATER, LAND, AND PASSIONATE PEOPLE THAT ARE DOIN' THE HARD WORK TO MAKE SURE THAT IT IS HERE FOR FUTURE GENERATIONS.”
The hand-drawn typography brings warmth and personality to the film, reinforcing its focus on nature, sustainability, and local culture. The textured, imperfect lettering feels organic and human—echoing the natural environments featured throughout the story. Animated moments of type help guide viewers through the journey while adding rhythm and visual energy to the narrative.
