Tone

Animated explainer video still for Tone, a music royalty accounting platform

Tone — Music Royalty Accounting & Management Platform

animation motion design

An animated explainer video that demystifies Tone's music royalty platform and turns homepage visitors into signups.

Problem

Music royalty accounting is notoriously complex, and even a clean, well-designed platform can get lost in that complexity when explained in text alone. Tone needed a fast, visual way to build trust with new visitors in the first few seconds on their homepage — showing, rather than telling, that royalty management could be simple, transparent, and even a little fun.

Solution

Working directly from Tone's Figma files, I pulled their colours, fonts, icons and layouts into Illustrator and simplified the UI down to its visual core, so the animation stayed focused on function rather than decoration. To keep things aligned with Tone's brand but add warmth, I designed a set of minimal 2D characters — echoing the dot-pattern of their logo — to represent different artist personas using the platform, then matched the shifting gradients and grain textures already used across Tone's other content so the video would sit naturally alongside it.

Why it works

The characters give an abstract, numbers-heavy process a human face, making the platform feel approachable rather than technical. Matching Tone's existing visual language means the video reads as part of their brand rather than a bolted-on marketing asset — and by simplifying the UI to its essentials, the animation keeps attention on what the platform actually does, which is what drives conversions on a homepage.