Movement begins with a principle, not an effect. Decide how the brand behaves: direct or exploratory, measured or spontaneous, quiet or energetic. That decision should guide the timing as much as the typography.
A simple axis can connect very different formats. A line becomes a frame, a frame becomes a layout, and a layout becomes a transition. Recognition grows from the relationship between those gestures.
Leave room for context. A navigation response needs speed and clarity. A campaign moment may need a pause. A useful motion language can change pace without changing character.
Test the system on real screens. A direction only earns its place when it helps someone understand, explore or act. Movement should make the brand clearer.