Challenge
After years of fragmented executions across global markets, Motorola needed to modernize and unify its brand identity. The goal was to create a consistent visual language across more than 35 countries while allowing flexibility to adapt to regional needs and product categories. This transformation began with the launch of the global positioning "You Want It, You Got It" and was guided by a deep understanding of its core audience, the Risers — a generation that values freedom, self-expression, and bold innovation.
Solution
I led the development of a comprehensive global brand refresh, turning the new positioning into a cohesive and scalable identity that stayed true to Motorola’s DNA.
The work included:
• A flexible design system inspired by the mindset and behavior of Risers
• A refined use of the iconic batwing logo across all brand touchpoints
• Global guidelines for typography, color, layout, and iconography
• Scalable frameworks for product marketing, packaging, and retail environments
• A collaborative rollout with global teams and local partners to ensure consistency
The result is a bold and unified brand experience that feels more relevant, recognizable, and consistent across digital and physical platforms worldwide.
