Associate Design Director · Designer
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 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.