Defining a new identity for an iconic technology company

Defining a new identity for an iconic technology company

I helped Motorola reinvent itself as Motorola Solutions.

When Motorola split into two different companies — "Motorola Mobility" the cellphone maker and "Motorola Solutions" the industrial-grade telecommunications company — they needed two new identities that focused exclusively on each new company's core mission while preserving the best of the Motorola heritage.

Working with Siegel+Gale, I helped develop the brand voice for Motorola Solutions and created a "vignette" storytelling framework that's still used to this day, all around the world.

The goal of the vignette framework was to get Motorola employees to stop just spewing out product specs and to start speaking in terms of how their technology helped real people "in moments that matter." To provide Motorola Solutions with some sample vignettes, I waded through hundreds of spec-sheets and came up with a plausible story scenario for each product. The vignette framework is illustrated in some of my brand posters:

Motorola Solutions posters

For the AIGA award-winning brand book I wrote, I took the vignette idea even further. To ensure credibility with Motorola personnel (a lot of whom were, if not actual engineers, at least technically-inclined), I developed benefit-focused infographics to accompany the sample product vignettes:

Motorola Solutions brand book

Motorola poster

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