Winmau
Redefining darts
for a new generation
Motion Content
2025
Motion Identity
Motion Design
By designing a motion identity and integrating it with video, we helped Winmau and the PDC reframe darts for a new audience.
When Winmau and the PDC approached Magenta to create an eight-part video series, the goal was about more than just producing high quality content. They wanted to showcase the intensity, drama and personality of professional darts in a way that felt fresh and modern. We set out to build a motion identity that could bring the sport to life on screen, resonate with a younger audience, and establish a motion system that could flex across broadcast and digital channels.
The Challenge
Darts is a game of precision, not pace, which makes it difficult to translate the excitement of the live experience into compelling motion and video content. Winmau and the PDC also needed to attract a younger audience and show that darts is not only a traditional pub game but a global sport with energy, edge and entertainment value. On top of that, the project required a consistent visual identity that could hold together across eight separate episodes while still giving each film its own rhythm and focus. The challenge was to design a motion system that could amplify the story without overwhelming it, while still working across multiple formats from long-form YouTube episodes to short social edits.
The Soloution
We began with collaborative workshops that brought together our creative team and the client’s stakeholders to align on tone, pace and visual direction. From there, we developed a motion identity that combined fast transitions, rhythmic editing and layered graphics with slower moments of clarity when technical insights needed space to land. Our motion design language was applied consistently across the series, creating a recognisable system of overlays, animations and transitions that became part of the storytelling rather than an addition to it. By blending fixed and handheld camera work with carefully considered motion graphics, we created a sense of dynamism that carried through interviews, gameplay and educational moments. Once the core motion system was established, we extended it into social-first cuts, adapting the identity for vertical and square formats to reach younger viewers on Instagram and TikTok.
The Outcomes
The result was an engaging and educational series that gave professional darts a fresh sense of energy and accessibility. The motion identity we designed created a strong through-line across all eight episodes, while the flexibility of the system allowed us to adapt the content for different platforms and audiences. By using motion design as a strategic tool rather than just a layer of production, we helped Winmau and the PDC tell their story with clarity and impact. Most importantly, the series connected with younger viewers who discovered darts presented in a way that felt modern, exciting and relevant to them.
The Challenge
Darts is a game of precision, not pace, which makes it difficult to translate the excitement of the live experience into compelling motion and video content. Winmau and the PDC also needed to attract a younger audience and show that darts is not only a traditional pub game but a global sport with energy, edge and entertainment value. On top of that, the project required a consistent visual identity that could hold together across eight separate episodes while still giving each film its own rhythm and focus. The challenge was to design a motion system that could amplify the story without overwhelming it, while still working across multiple formats from long-form YouTube episodes to short social edits.
The Soloution
We began with collaborative workshops that brought together our creative team and the client’s stakeholders to align on tone, pace and visual direction. From there, we developed a motion identity that combined fast transitions, rhythmic editing and layered graphics with slower moments of clarity when technical insights needed space to land. Our motion design language was applied consistently across the series, creating a recognisable system of overlays, animations and transitions that became part of the storytelling rather than an addition to it. By blending fixed and handheld camera work with carefully considered motion graphics, we created a sense of dynamism that carried through interviews, gameplay and educational moments. Once the core motion system was established, we extended it into social-first cuts, adapting the identity for vertical and square formats to reach younger viewers on Instagram and TikTok.
The Outcomes
The result was an engaging and educational series that gave professional darts a fresh sense of energy and accessibility. The motion identity we designed created a strong through-line across all eight episodes, while the flexibility of the system allowed us to adapt the content for different platforms and audiences. By using motion design as a strategic tool rather than just a layer of production, we helped Winmau and the PDC tell their story with clarity and impact. Most importantly, the series connected with younger viewers who discovered darts presented in a way that felt modern, exciting and relevant to them.
The Challenge
Darts is a game of precision, not pace, which makes it difficult to translate the excitement of the live experience into compelling motion and video content. Winmau and the PDC also needed to attract a younger audience and show that darts is not only a traditional pub game but a global sport with energy, edge and entertainment value. On top of that, the project required a consistent visual identity that could hold together across eight separate episodes while still giving each film its own rhythm and focus. The challenge was to design a motion system that could amplify the story without overwhelming it, while still working across multiple formats from long-form YouTube episodes to short social edits.
The Soloution
We began with collaborative workshops that brought together our creative team and the client’s stakeholders to align on tone, pace and visual direction. From there, we developed a motion identity that combined fast transitions, rhythmic editing and layered graphics with slower moments of clarity when technical insights needed space to land. Our motion design language was applied consistently across the series, creating a recognisable system of overlays, animations and transitions that became part of the storytelling rather than an addition to it. By blending fixed and handheld camera work with carefully considered motion graphics, we created a sense of dynamism that carried through interviews, gameplay and educational moments. Once the core motion system was established, we extended it into social-first cuts, adapting the identity for vertical and square formats to reach younger viewers on Instagram and TikTok.
The Outcomes
The result was an engaging and educational series that gave professional darts a fresh sense of energy and accessibility. The motion identity we designed created a strong through-line across all eight episodes, while the flexibility of the system allowed us to adapt the content for different platforms and audiences. By using motion design as a strategic tool rather than just a layer of production, we helped Winmau and the PDC tell their story with clarity and impact. Most importantly, the series connected with younger viewers who discovered darts presented in a way that felt modern, exciting and relevant to them.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Frame by frame animation
At the outset of the project, we explored using expressive brush strokes to bring a sense of immediacy and energy to the visuals. The aim was to avoid anything that felt over-produced or overthought, instead capturing the fast-paced spirit of professional darts in a way that felt spontaneous and modern, with strong appeal to a younger audience.
Strong Typography
Strong typography played a key role in making sure key messages landed with impact. We used bold, animated type sequences to punctuate the narrative, sometimes taking over the full screen, other times interacting directly with footage. This created a clear visual hierarchy and gave important insights the space to resonate, while keeping the overall energy consistent with the motion identity.
Explainer animations
Small explainer animations were interspersed throughout the project to break down more technical aspects of darts. These concise visual sequences made complex concepts easier to understand while keeping the energy of the series high.
Process
Process
Our process was built around finding ways to energise a mostly static sport while keeping the creative style loose and immediate. From the outset we wanted the series to feel as though it had not been overworked, designed with spontaneity rather than polish, to mirror the pace and unpredictability of darts itself.
In pre-production we structured eight episodes with motion at the centre, planning the shoot with multi-camera setups and a stripped-back studio background to give us flexibility. This allowed us to later layer in animated graphics, sketch-like overlays, and quick-fire transitions that could lift the storytelling without breaking its natural flow.
In post-production, this principle of energy without overthinking defined our motion identity. We developed rough brush transitions that carried viewers from scene to scene and acted as animated annotations over footage, almost like a live sketchbook being built in real time.
Typography was masked through these brushes, adding rhythm and impact while reinforcing the hand-made quality of the system. This raw, responsive visual language tied together interviews, stats, and demonstrations across all episodes, giving the series a distinctive motion-led identity that felt both dynamic and authentic.
Tell us about your project
Tell us about your project
Tell us about your project
Back to top