Westminster Foundation – Child Poverty Awareness Animation

Client: Westminster Foundation Studio: The Animation Guys

Role: Sole artist on this project (Ideation, styleframes, storyboarding, animation and final editing, including sound)

The Mission

The Westminster Foundation supports organisations tackling child poverty and inequality. For this project, the aim was to create an animation that introduced their mission and impact in a way that was both informative and emotionally engaging, designed to be shown at live events and online.

Early styleframes

Below are some early style developments. You can see how the texture was toned down, and we leaned towards a more playful and colourful side which reflected the brand better and helped with the overall uplifting message that we wanted to get across.

Why It Mattered

The Westminster Foundation works to improve the lives of children and families in the UK.

This animation helped put a face to their mission, showing real challenges and the impact of the support they help fund.

It was important that the animation struck the right balance between sincerity and optimism.

Creative Approach

I used soft textures, rounded shapes, and a muted colour palette to give the piece a calm and compassionate feel. Transitions were smooth and story-led, helping to guide the viewer through different aspects of the Foundation’s work. The visual tone stayed grounded and inclusive throughout.

What Stood Out

• Drew from Westminster’s vibrant branding to set a warm, positive tone

• Used playful colours and simple, round character designs to enhance relatability

• Balanced a child-friendly visual style with professionalism and clarity

• Crafted a flowing narrative with smooth, dynamic transitions

Audience Reach

The animation was shared at in-person events and across the Foundation’s digital platforms. It was created for a wide audience including charity partners, funders, and policymakers, offering a clear introduction to the Foundation’s work and values.

Brands that incorporate storytelling into their motion design not only increase engagement but also create lasting memories. And in an age where everything is vying for our attention, it’s the memorable brands that succeed.