MOTOROLA — Holistic Rebranding

Holistic rebranding for the world’s very first mobile phone manufacturer. Inspired by following Guy Kawasaki on Google+, who at this time was still Motorola's marketing advisor. This is the 2D part, currently working on some product strategies for MOTOROLA. Since in the last years and under Google's guidance MOTOROLA took huge steps back towards its core talents as an innovative mobile communication company that brought the world the 1st mobile phone Motorola DynaTAC in 1973 back in the days, I also wanted to test some of my ideas and streamline the whole brand in the same manner. As I'm convinced that for a start every good product or company should have a good story to tell and some values to share this is my rough evaluation of how to make MOTOROLA again understandable and sexy.

Rebranding Poster

Old logo, new logo

New claim "pioneering mobility" — core competence, first mobile phone DynaTAC (1973), project ARA (Google)

Logotype variations

Logotype evaluation

logotype backgrounds - show case

Logo evolution, further use of details, pattern creation

Holistic branding approach is "the comprehensible brand", goes beyond the logo. 1st quick sketch of an storytelling approach into their products since contemporary mobile phones are as flat screens mostly the same flat black squares. Currently working on a more profound product design strategy (design thinking/product design) for MOTOROLA as a subsequent project (WIP)...

Black Bar (boot screen, active illuminated menu buttons) — product design evaluation of a fully black object, only the main button is embossed (zoom image!).

promotional poster

"mobile communication since 1973" — concept for a TV campaign to feature one of MOTOROLA's core characteristics: the longest expertise in mobile phone making

Short TV clips in the sketched style like "La Linea" or "Red Bull" TV advertisements showing different scenarios of mobile communication through all previous centuries. The logo expands and transforms into hills, birds, islands...telling the respective story and ending on "Mobile Communication since 1973" showing the DynaTAC and comparing to MOTOROLA's newest phones, closing with "MOTOROLA — pioneering mobility"

Six selected scenarios of mobile communication.

DynaTAC — Moto X comparison on each end of the mini clips

Martin Cooper invented the Motorola DynaTAC 8000X in 1973

Advertising idea of crazy product placements, everything unique that is a black bar and could serve as a confusing image for mobile communication like here the mystic black monolith in Space Odyssey 2001

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