Designer · Associate Design Director
Stylistically, we wanted to keep the logo as rough as possible to honour the character of Colorado’s nature.
The beautiful thing in branding is that a visual identity is a combination of a variety of brand elements.
Motto’s brand design and strategy at the time did not reflect the brand’s future vision. Before our update, Motto lacked an ownable positioning and was in need of a bold reimagining.
We switched the brand from a logo brand to a more complex brand system with more elements and more flexibility.
Having seen the old logo, I had to think about how to tweak it to give the whole thing a new meaning and transform it into something more modern and appealing to a younger target group.
We wanted the illustrations to feel hand-crafted to represent the hand-crafted music the label is releasing and give the whole brand more personality, character and quirkiness.
Watson created the name and brand identity for The Moraine, a residential community in Colorado’s Rocky Mountain foothills. The identity blends rugged natural textures with modern simplicity, using a jagged rock-and-house logo, angular typography, and a cohesive icon set. Photography and CG renders combine to express both the outdoor lifestyle and architectural aspects of the development.
Watson developed a rebrand for Motto by Hilton that uses a curated set of eight typefaces to express each hotel's local character. The identity system ties typography to neighbourhood personality while maintaining global cohesion. Photography, film, and a modular grid system reinforce the brand’s adaptable and locally rooted positioning.
Designer Mauro Simeon rebranded Berlin-based techno label Stil vor Talent, replacing its dated square logo with a circular wordmark inspired by vinyl records. The new identity features expressive typography and playful, hand-drawn illustrations that reflect the label’s creative spirit and handcrafted music. The result is a flexible, characterful system designed to engage a younger audience while celebrating the label’s 20-year legacy.