Leandro Bordoni

 Madrid, Spain
Available worldwide

Independent ECD
Culture, Craft, Strategy.INQUIRES
hola@leandrobordoni.com
+34 662 180 031LinkedIn
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001 Creative Partner
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003 Beat

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MOTO
GLOBAL
REBRAND
Motorola
Global
2025/26
Global Rebrand and Repositioning








A brand that forgot itself.  And how we brought it back.






Motorola built the modern phone. Then spent two decades watching the world forget it.

The brand had equity, history, and a product that had genuinely changed culture. What it didn't have was a reason for anyone to care today. No clear voice. No cultural relevance. No thread connecting what it was to what it could be.

That was the brief.




















We started in Lake Como. 
Five days, 25+ people, every region in the same room. Strategy, creative, leadership, consumers. The point wasn't to present ideas. 
It was to align on what the brand actually stood for before a single pixel moved.

From that sprint we built the foundation: brand essence, territories, tone of voice, and a creative platform built to scale.

Porto Rocha joined as design partner to translate that strategic spine into a full visual system.

For the next year we developed, refined, and stress-tested every element across campaigns, product launches, social, and retail. My role as CCO was to make sure every decision connected back to the same idea.




























Before we could build anything new, we had to go back. Deep into the archive. The Razr. Hello Moto. 
The batwing.

A brand that had been the cultural shorthand for what a phone could mean before smartphones existed. We studied what made people feel something about Motorola, not what the product did, but what it represented. That research became the foundation everything else was built on. You can't reposition a legacy brand without understanding what the legacy actually is.



































































A brand repositioned from specs to self-expression. 
From "another phone" to lifestyle tech with a point of view. Record smartphone revenue. Best-ever annual sales. Razr back as the number one flip phone in North America and Latin America.

Motorola remembered who it was. 
And so did everyone else.






















Let’s talk about what we can do together.



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