In recent years, the attention of designers and marketers has been oriented towards motion graphics and animation and the extraordinary impact they have on strengthening corporate brands and brands around the world. Given that the Internet has become one of the main advertising media of the 21st century, today's market is constantly changing and improving trends. One of the primary problems with any type of Internet advertising is keeping an individual's attention. How to attract attention to your brand in a sea of ads? Human attention is most attracted by motion and movement, and therefore the use of motion graphics in advertising has become necessary in order to send an effective message and increase the chances of its acceptance by the target audience. In addition, animated ads can be a very effective way of conveying messages to potential customers because they are able to convey complex messages in a short time. As a result, there is an increasing digitization of brands where not only the concept of designing a kinetic logo is used, but also a whole system of animations with specific movements and purposes for different platforms and social networks. This paper explores the role of motion graphics in creating a brand's digital identity; the ways in which animation adds dynamism to a brand and reflects its attributes in a better way and helps convey its message more effectively and make it more suitable for social media. First, the term motion graphics is introduced and defined, and the history of branding and motion graphics is touched upon to explain their evolution to the current level. Examples of successful digital brands with unique animation styles illustrate the importance of motion graphics as a factor in brand success on the market. The second part of the work deals with the practical part of making animation for a make-up studio. The process of creating motion graphics is defined in detail, and each stage is accompanied by photos and explanations. Finally, the survey compares the effects of animated advertising in relation to a static one on the target group, and by processing the results of the research, conclusions are drawn and hypotheses are proven or disproved.