Motorola wanted to boost sales in its Mobile Devices division with a refresh of the brand and a more consistent expression of its brand vision across the globe.
VSA helped identify the brand’s key attributes, described Motorola’s core consumer and honed the company’s franchise strategy. The resulting brand toolkit comprised a 250-page Visual Center and four style guides, which provide standards for logo usage, voice, photography, typography, graphics and color—all of which were designed to inspire creative thinking and establish boundaries within which to think about design. Additionally, VSA developed a Lifestyle Photography Catalog, a Global Icons Catalog, and a Tone of Voice Guide for internal and partner reference.