We originally approached the assignment as a brand refresh, looking at the Motorola identity from scratch. But the more we looked at it, the more we realized they needed not just a new logo, but a more flexible identity system that would allow them to showcase the customizable qualities of their phones.

First, we wanted to give a nod to their new owner. Google Doodles are all the different fun, surprising logos that Google produces to celebrate holidays, anniversaries and other milestones. Now that Motorola was a Google company, we decided they deserved their own series of doodles.

Second, we to develop a rich library of images based on some key themes: art, music, food, cities, etc. The idea was to show Motorola what was possible and then invite their extended network of partners, and even customers, to create their own versions.

We designed more than 200 versions, putting many of them into motion to tell the story.

Very positive. Motorola liked the animated doodles so much, they incorporated them into the opening screens on the phones themselves.