Motion Design: Sandi Hidayat's Speculative Bupa Rebrand

Sandi Hidayat's speculative rebranding concept for Bupa, a premier global healthcare provider active since 1947, transforms the classic heartbeat mark into an adaptive, fluid visual system. The concept, titled "Let's Talk Health," positions health as dynamic, friendly, and deeply connected to the environment. Crucially, the identity is driven by motion design, using logo animations, smooth transitions, and interface micro-interactions to bring the heartbeat graphic to life across physical and digital touchpoints.

From a technical perspective, the speculative rebrand thrives on geometric restraint and absolute clarity. The classic static heartbeat logo is replaced with a responsive, generative wave that shifts and adapts based on the user's interaction. By leveraging modern motion design workflows, the system establishes a fluid spatial rhythm. Smooth easing curves and organic transitions ensure that the digital touchpoints feel friendly rather than sterile. The animation loops are designed with mechanical precision, allowing the identity to scale effortlessly from mobile interfaces to large-scale street installations.

Fluid Gradients and Systematic Motion Design

The chromatic strategy utilizes high-contrast visual systems to evoke trust and modernity. Deep, rich navy fields serve as a stable foundation, contrasted with vibrant, electric blue gradients that suggest kinetic energy and vitality. In terms of typography, Hidayat implements the clean sans-serif typeface Figtree. This minimalist grotesque provides excellent baseline alignment and structural hierarchy, ensuring readability across digital dashboards. The typographic scaling is highly disciplined, maintaining grid integrity while leaving generous negative space to prevent cognitive overload for users navigating health information.

Ultimately, the project showcases the shifting paradigms of corporate healthcare branding. Rather than relying on static, corporate-sterile iconography, modern design systems require time-based identities that feel alive and responsive. Through this systematic motion design showcase, Sandi Hidayat demonstrates how motion serves as an active narrative aid, linking clinical trust and human empathy. The speculative work repositions Bupa as an accessible, forward-thinking health partner ready for the digital-first landscape of 2026.

See the full project by Sandi Hidayat on Behance.