Motto® is a global strategic branding studio with teams in New York, United States and London,
New York, United States
44 Cases
The Brand Identity interviews Motto co-founders Sunny Bonnell and Ashleigh Hansberger about their twentieth-anniversary publication, the 'Future of Brand 2026' report. The conversation explores how brand strategy has evolved from visual expression to an operating system for business, emphasizing meaning, alignment, and the role of AI as infrastructure. The report has gained significant traction among global leaders seeking clarity in a rapidly changing landscape.
Ashfall Studio rebranded blockchain company Aptos to move beyond stereotypical crypto aesthetics, creating a warm, human-centered identity that retains the brand’s recognizable wave symbol. The project refined typography, color, and motion systems within a modular framework, launched at the Aptos Experience in New York. Collaborating with Motto and Evil Martians, Ashfall delivered a scalable, flexible brand ecosystem that balances technical precision with human warmth.
The Brand Identity interviews Motto co-founder and CEO Sunny Bonnell about Motto Supply, a new initiative offering interactive digital workbooks that distil the agency’s brand strategy frameworks for entrepreneurs and small teams. The project aims to democratise access to high-level brand thinking through self-guided, actionable tools. Bonnell discusses the creative process, challenges of simplification, and the positive global reception of the workbooks.
The Brand Identity interviews Motto® Co-founder and COO Ashleigh Hansberger about the studio’s 20-year journey and its philosophy that brand should function as a leadership tool rather than a marketing exercise. Hansberger discusses how aligning brand and culture can drive clarity, cohesion, and growth, sharing insights from Motto®’s transformative rebrand for Goodnotes. The conversation explores leadership, strategy, and the evolving role of brand in shaping company direction.
The article explores whether the creative industry is moving beyond the age of the specialist toward a new era of generalist creatives. Through interviews with agency leaders, it argues that the most valuable professionals today are 'T-shaped'—those who combine deep expertise with broad, strategic understanding. AI, tighter budgets, and evolving client needs are driving this shift toward adaptable, collaborative talent.
The article explores whether university remains the best route into the creative industry in 2025. Featuring insights from creative leaders across agencies, it concludes that while formal education still offers structure and mentorship, self-taught and alternative paths are increasingly valid. The piece highlights accessibility, evolving technology, and the importance of time and practical experience in shaping creative careers.
The article by Tom May explores the evolving traits that will define the next generation of creative leaders. Through insights from leading designers and creative directors, it identifies key qualities such as strategic thinking, adaptability, taste, vision, emotional intelligence, courage, and authenticity as essential for future success in the creative industry.
Creative Boom’s article by Tom May compiles advice from leading creative directors and studio founders for graduates entering the design industry in 2025. The piece highlights themes of self-kindness, authenticity, personal branding, leadership, and embracing technology such as AI. Contributors from studios like SomeOne, Red Antler, and Fold7Design share practical insights for navigating the evolving creative landscape.
The Brand Identity interviews Motto co-founder and CEO Sunny Bonnell about the agency’s evolution, philosophy, and recent successes. Bonnell discusses Motto’s focus on visionary leadership, its Idea Worth Rallying Around® framework, and major projects for clients like Andela, Goodnotes, and Colliers. The conversation highlights Motto’s strategic approach to brand building, culture, and leadership alignment as it enters 2025.
Creative Boom’s feature by Tom May surveys global design leaders about their strategies for 2025. The piece highlights how studios plan to adapt to economic challenges, integrate AI, focus on purpose-driven work, and improve internal culture. The overall tone is cautiously optimistic, emphasizing flexibility, learning, and sustainable creative practices.
Creative Boom’s feature by Tom May explores how design studios are adapting to shifting client expectations in 2024. Through interviews with leaders from agencies such as Motto, SomeOne, and Wolff Olins, the article highlights trends toward integrated services, faster delivery, data-backed creativity, and AI adoption. It paints an optimistic picture of a more collaborative, strategic relationship between studios and clients.
Creative Boom’s feature by Tom May gathers insights from leading design studios about what excites them for 2025. Themes include sustainability, AI as a creative enabler, motion design, mentorship, and a renewed focus on simplicity and experimentation. The article paints an optimistic picture of a design industry embracing purpose, innovation, and human connection.
Creative Boom’s feature by Tom May explores the biggest challenges design studios will face in 2025, from AI disruption and client pressures to talent retention and market saturation. Leaders from studios like SomeOne, Red Antler, and Motto share insights on staying relevant, balancing technology with creativity, and maintaining sustainable business practices. The article highlights adaptability, differentiation, and human creativity as key survival strategies for the coming year.
Motto developed a dynamic new brand identity for FasterLines, a technology company focused on improving service speeds in retail and drive-through environments. The identity uses italicised typography, geometric shapes, and a vibrant green palette to communicate speed and efficiency. The project also included a website and brand strategy that reinforce the brand’s human-centred, data-driven approach.
Motto has unveiled a whimsical and familiar rebrand for the note-taking app Goodnotes, coinciding with the launch of Goodnotes 6. The refreshed identity balances heritage with innovation, featuring the Roobert typeface, a teal-led colour palette, and the tagline ‘Feed Your Mind.’ The project emphasizes creativity, learning, and the joy of discovery while maintaining brand familiarity.
The Brand Identity interviews Motto co-founder Sunny Bonnell about the agency’s refreshed brand and website. Bonnell discusses Motto’s evolution from a small startup to a global branding consultancy, their new visual identity centered around the rallying cry 'Do Big Things™,' and their focus on purpose-driven, leadership-aligned branding. The conversation also touches on inclusivity in the design industry and Motto’s future plans, including VisionCamp® and new publications.
https://wearemotto.com/