Koto created the brand architecture for Call of Duty, defining a clear portfolio structure and naming hierarchy that organizes titles and extensions across touchpoints. The work established principles and a scalable framework so future releases can slot in coherently without diluting the core brand. Koto clarified levels of the brand, streamlined decision-making, and produced guidance that improves consistency for marketing, partnerships, and in-game communication. The outcome enables players and stakeholders to understand how offerings relate, while giving teams a toolset to maintain coherence as the franchise evolves.
Koto has rebranded the Norton Museum of Art in West Palm Beach with a new identity centered on the idea 'Where Art Meets Life'. Drawing from the museum’s archives, architecture, and community, the rebrand revives historical elements like the Diana Seal and introduces a warm, inclusive voice and vibrant color palette. The result balances institutional gravitas with the everyday life and energy of the museum’s visitors.
The Brand Identity interviews Tom Hostler, Chief Digital Officer at Koto, about why consumer tech brands have become visually and emotionally indistinct. Hostler argues that decades of optimization have led to uniformity across devices and interfaces, and that future differentiation will come from brand behavior, ecosystems, and emotional resonance rather than hardware specs. He discusses how wearables, smart homes, and personal devices each pose unique branding challenges that require more conviction and clarity of purpose.