The problem
Motorola came into 2025 on its strongest run in years: best-ever smartphone sales in 2024, number one in flip phones in North America, a growing lead in foldables. People were choosing its phones for what they could do. The brand wanted them to choose Motorola for who it is, too. Razr, Edge and Moto G each had a strong voice of their own, and the ambition was one brand all of them could speak.
The position we took
Motorola has been doing things differently since day one. The brand only needed to say it the same way everywhere.
What we made
It started with a sprint on Lake Como, where Motorola’s brand and marketing teams worked with ours on the foundations. From there, with design studio Porto Rocha, a brand system: a voice built to subvert with a wink, Hello Moto as the brand signature, a custom typeface, a lavender brand colour, a new masterbrand logo and one naming architecture shared by every franchise. Tested with consumers and approved round by round with Motorola’s global brand team, it now lives as the guidelines every market works from.
Status
The system now carries Motorola’s launches, from Moto Indigo at MWC 2026 to its first FIFA World Cup.
Nothing in the system was imported. The defiance was already in the Razr. The colour was already in the Pantone partnership. The work gave it one grammar, so a Razr film in New York, a Moto G shelf in São Paulo and an Edge launch in Madrid sound like the same company.
Project information
- Rebranding
- Technology
- 2025
- Brand strategy
- Verbal identity
- Visual identity
- Custom typeface
- Naming architecture
- Brand guidelines
MATTER+ENERGY
With Motorola’s Global Brand Team and regional leads. Identity design with Porto Rocha.
Motorola
Other projects
Something worth making?
Talk to the people who’ll make it → hello@matter-energy.com