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MotoGlobalRebrand

Global Rebrand and Repositioning

Client: Motorola
Where: Global, sprint on Lake Como
Role: Chief Creative Officer
Agency: MATTER+ENERGY
Design partner: Porto Rocha
Year: 2025/26
Scope: Brand sprint, Strategy, Verbal identity, Visual identity, Custom typeface, Naming architecture, Guidelines

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. By 2025 the products were winning again: best-ever smartphone sales, number one in flip phones in North America. People chose the phones for what they could do. Motorola wanted them to choose the brand for who it is.

Razr, Edge and Moto G each had a strong voice of its own. The job was one brand all three could speak.

We started on Lake Como. Five days, 25+ people, every region in the same room: strategy, creative, leadership, consumers. Before a single pixel moved, we went back into the archive. The Razr. Hello Moto. The batwing. The defiance was already in the Razr, the colour already in the Pantone partnership. The work gave it one grammar.

With Porto Rocha as design partner, that became a full 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 for every franchise. Tested with consumers and approved round by round with Motorola’s global brand team, it is now the guidelines every market works from.

As CCO, my job for the year was to keep every decision tied to the same idea. A Razr film in New York, a Moto G shelf in São Paulo and an Edge launch in Madrid now sound like the same company. Motorola remembered who it was. So did everyone else.

Results

+20% YoY, best-ever annual smartphone sales in 2025
Highest smartphone revenue since Lenovo’s acquisition
#1 flip phone in North America and Latin America
The system now runs every launch, from Moto Indigo at MWC 2026 to the FIFA World Cup

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Motorola, Global Rebrand and Repositioning

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