The motion system for Sport Chek was created to visually align to the core brand identity, bringing brand elements to life with movement. The system was built to be applied across in-store digital signage, broadcast advertising, display advertising and social media. The logo’s Chek has a modern glitch treatment evoking the feeling of a heartbeat, connecting with the core brand idea of sport. The frame element becomes a flexible device that can highlight content, transition between frames, and allows for layered picture in picture treatments that allow many creative opportunities to showcase products. The Wordmark and Chek of the logo split to reveal the tagline in a dynamic way. Detailed guidelines were created to ensure consistent application of the new motion identity. Combined, the motion system and new brand identity for Sport Chek help position the retailer as Canada’s destination for sport in a bold, modern way. My contributions included creative direction, ensuring alignment to the core brand identity, and oversight to develop the guideline documentation.