Today’s design-minded millennial is actively crafting and evolving their own definition of success, and they revere brands that enable consumers’ freedom and grant control over how the brand’s story fits into their lives. But the lion’s share of today’s tech and tech accessory brands force people to bow to their conventions, revoking ownership of the story they want to be telling.
This project was always about the people. So we began by speaking with aspirational consumers— New York City-based millennials in creative fields— as well as tech and fashion industry experts about what motivates them in life, how they define “good design,” and their point of view on technology and tech accessory products and brands. We supplemented this qualitative research with secondary research on tech and fashion trends, competitive brands and product offerings, and the tumultuous world in which 20 and 30-somethings live today. From this, we developed a sharp point of view on who these people are and a potential role this tech accessory brand could play in their lives.
We crafted a sharp, compelling brand narrative that brought to life the people, the market and cultural opportunity, and the role the brand could play in their lives. In short, it was clear that success is no longer a straight path, it’s a maze of starts and stops, loans and side hustles, lateral moves and small victories. So these people are redefining success, and they are in search of brands, products, and experiences that give them the freedom to make sense of the world and architect their own personal story. This narrative served as the cornerstone of the brand positioning— smart accessories for an untethered world— and was the bedrock for brand name, brand identity, and product concept development.
With a crystal clear understanding of the brand, its users, and its differentiated role in the world, we brought the brand to life through name, brand voice, and robust brand identity system. The name, Motile, captures the spirit of the people and the essence of smart accessories for an untethered world. The brand voice supports the brand’s role as a guide, teammate, and coach that helps freeing its people to fully architect their own story. And the brand identity—wordmark and submark, typography system, color palette, and graphic and photography standards—captured the dynamic, refined and, approachable spirit of the brand and its people.
Additionally, we hosted an Ideathon™ with a blend of clients, aspirational consumers, and industry experts to develop initial product concepts, such as functional jewelry with embedded charging cables, a smart clutch / wallet, travel tech organizer, and modular marble charging slab. These concepts, many of which comprise the initial line of Motile products, were rendered in dynamic sketches and t