Animated storytelling for brands: how companies use 2D animation to tell their story and emphasize their corporate image

Posted at 21:27h in Economics by

In today’s saturated digital landscape, grabbing attention is hard — keeping it is even harder. Consumers are bombarded with ads, social media posts, and endless streams of content. In this noisy environment, brands that stand out are the ones that not only sell but tell — they craft stories that resonate emotionally and stay memorable long after the message is delivered.

One powerful tool for this? Animated storytelling.
And when it comes to animation, 2D animation remains one of the most versatile, cost-effective, and emotionally engaging formats for brands.

In this article, we’ll explore why animated storytelling works, how brands use 2D animation to build their image, the creative techniques involved, and real-world examples of how this medium turns corporate narratives into compelling visual journeys.

1. Why Storytelling Matters for Brands

Humans have been telling stories for thousands of years. Stories help us understand the world, remember information, and form emotional connections. For brands, storytelling is more than a marketing tactic — it’s a strategic approach to shaping perception and building loyalty.

Good brand storytelling:

  • Creates emotional resonance — people remember feelings more than facts.
  • Simplifies complex ideas — a story makes even technical concepts relatable.
  • Builds trust and authenticity — people connect with humanized brands.
  • Differentiates in a crowded market — stories give meaning to products and services.

2. Why Animation — and Why 2D?

Animation offers a unique canvas for brand storytelling. Unlike live-action video, it’s not limited by physical locations, camera equipment, or the availability of actors.

Here’s why 2D animation is a standout choice for corporate storytelling:

  1. Cost-efficiency compared to 3D or live action — no expensive sets or actors.
  2. Timeless visual style — 2D animation can feel nostalgic, artistic, or modern, depending on the brand’s tone.
  3. Creative flexibility — you can visualize abstract concepts, data, or brand values in ways live action can’t.
  4. Strong brand alignment — custom illustration styles can be tailored to match a company’s visual identity.
  5. Ease of adaptation — animated assets can be reused for ads, training, explainer videos, and social media.

3. The Role of Animated Storytelling in Corporate Image

A company’s corporate image is more than just a logo and tagline. It’s the public perception of its personality, values, and reliability. 2D animated storytelling helps enhance this perception in several ways:

  • Consistency: Custom characters, colors, and typography can be aligned with brand guidelines across multiple platforms.
  • Personality: Animation allows brands to convey humor, empathy, or sophistication through style and motion.
  • Clarity: Animated narratives can simplify even the most complex service or product offering.
  • Memorability: Unique animation styles stand out in a sea of stock photography and template-based video.

4. Key Elements of Effective Animated Storytelling

4.1. Character-driven narratives

Characters — whether human, animal, or abstract — make brands relatable. Mascots or recurring animated figures can serve as brand ambassadors, guiding viewers through the story.

4.2. Visual metaphors

Animation can turn abstract values (like “innovation” or “security”) into concrete visuals — a lightbulb for ideas, a lock for safety, a bridge for connection.

4.3. On-brand design

Colors, shapes, and typography should reflect the brand’s identity. A tech company may opt for sleek, minimalistic designs, while a family-oriented brand might choose warm, rounded shapes.

4.4. Narrative arc

Even a short animated spot benefits from a simple story arc:

  1. Setup — Introduce the problem or context.
  2. Conflict — Show the challenge or need.
  3. Resolution — Present the brand’s solution and end with a clear message.

5. Types of 2D Animation Used by Brands

5.1. Explainer Videos

Short, engaging videos that describe a product or service in 60–90 seconds.
Example: A SaaS company explaining its cloud storage service with animated charts, characters, and icons.

5.2. Brand Story Films

Longer-form animations (2–4 minutes) that tell the company’s origin story, mission, and values.

5.3. Social Media Loops

Short, looping animations or GIFs optimized for Instagram, TikTok, or LinkedIn.

5.4. Internal Communication

Animated training modules or onboarding videos that help employees understand corporate culture and processes.

5.5. Event and Presentation Openers

Animated intros for conferences or webinars that set the tone for the brand.

6. Case Studies: Brands Using 2D Animation Successfully

6.1. Dropbox

When Dropbox first launched, they used a simple 2D animated explainer video to showcase how their cloud storage worked. The animation was clear, charming, and approachable — helping them grow their user base exponentially.

6.2. Slack

Slack uses quirky 2D animated characters in their marketing videos to represent different types of workers and teams, making a tech-heavy product feel human and relatable.

6.3. Airbnb

Their animated brand films highlight the emotional side of travel — showing diverse characters exploring the world while keeping the animation style consistent with their brand aesthetic.

7. How to Create a 2D Animated Brand Story

Step 1: Define the core message

What do you want your audience to remember? This could be your mission, a product’s unique benefit, or a specific call-to-action.

Step 2: Identify the target audience

Know their demographics, interests, and pain points so you can tailor visuals and tone.

Step 3: Develop the script

Your script is the backbone of the animation. Keep it concise and focused, with a clear beginning, middle, and end.

Step 4: Create a visual style guide

Define colors, fonts, illustration styles, and character designs that align with your brand.

Step 5: Storyboard the animation

Plan each scene visually before production. This ensures flow and consistency.

Step 6: Produce and refine

Animate, add voiceover, sound design, and music. Refine pacing and transitions for maximum engagement.

8. Tips for Maximizing the Impact of 2D Animated Storytelling

  1. Keep it short and impactful — attention spans are limited.
  2. Invest in quality sound design — music and effects enhance emotion.
  3. Use humor wisely — it can humanize a brand but must align with tone.
  4. Localize for different markets — adapt visuals and language where needed.
  5. Distribute across channels — repurpose clips for ads, socials, and presentations.

9. The Future of 2D Animation in Brand Storytelling

Even with the rise of 3D animation, AR, and VR, 2D remains a mainstay because of its accessibility, adaptability, and timeless charm. As brands seek to communicate faster and more authentically, we’ll likely see more:

  • Mixed-media approaches combining 2D animation with live-action.
  • Interactive animated experiences on websites and apps.
  • Data-driven personalization where animation adapts to viewer profiles.

Animated storytelling in 2D offers brands an opportunity to simplify, humanize, and amplify their messages. It bridges the gap between corporate identity and audience perception, turning abstract values into vivid experiences.