As a global player in an intensely competitive industry, consistency in presentation is vital to Motorola’s image. Yet after years of international expansion, segmentation between business units hindered the company’s ability to consistently link its brand promise, Intelligence Everywhere,™ with its marketing and communication efforts. Motorola partnered with Graphica to strengthen its brand identity, uniting its B2B units and enhancing its go-to-market capability.

Graphica developed a creatively flexible, visually ownable architecture that pairs a bold foundational design with such dynamic elements as color panels, notch-outs, and focus frames. Asymmetrical layering evokes Motorola’s precision in design and promotes a forward-looking brand experience. Comprehensive guidelines provided both designers and non-designers with a clear-cut guide for managing Motorola’s identity. Executable templates and global training enhanced compliance with the new standards.

Motorola’s sharpened brand identity became a standard behind which the B2B units and internal audiences united. The streamlined consistency of presentation and improved affiliation between business units has strengthened the connections between Motorola’s brand, its promise, and its go-to-market approach. With a tightly charted course for a united front, Motorola has ensured that its global units are speaking with a universal voice.