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Communicating the Human Impact

An organization in transition, needing a transformation

Mobile communications innovator Motorola, Inc. was at a crossroads: after more than 80 years of operating as a single company, the company had decided to separate into two independent organizations–one focused on consumers and the other focused on government and enterprise customers.

For Motorola's government and enterprise business, "Motorola Solutions", this moment created an opportunity—and an imperative—to tell a clear, compelling story of independence that would reinforce its commitment to innovation and galvanize its global team of employees. It was a moment to give Motorolans a renewed sense of pride in the contributions they make.

Discovering the difference they make in the world

Through our in-depth analysis, Siegel+Gale recognized the opportunity to connect employees more directly with the people and organizations that use Motorola's products and solutions, and with the impact those products and solutions make. What employees needed was a Purpose—a clear articulation of the difference they were making in the world—to help guide them, inspire them and re-ignite their commitment to innovation.

Working in partnership with the Motorola team, we reconnected the organization with the impact they have on the individuals and organizations they serve—whenever or wherever they need it most. For first responders in emergency situations, for doctors and nurses caring for their patients or for retail associates during holiday sales…Motorola matters all around the world, in moments that are truly mission-critical as well as those that are life-enhancing. This core insight enabled us to uncover and articulate a clear Purpose: “To help people be their best in the moments that matter.”

Unleashing the power of Purpose

Fortified with this clear Purpose, we developed all elements of the strategic foundation—a new brand promise, values and brand voice—as well as an invigorating, new visual identity to introduce "Motorola Solutions" to the world. Now the employees of Motorola Solutions—energized by a clear sense of Purpose, and enabled by our training and guidelines—have the tools and the focus they need to feel connected to and inspired by the tremendous impact they have on the world.

Following the rollout, Motorola Solutions received a prestigious 2011 AIGA award for the Motorola Brand Book. Siegel+Gale continues to work with Motorola to activate and advance its brand. In September of 2012, a Motorola brand executive said, "You and your team help us tremendously in developing our strategic plans." Another executive commented, "Amidst the pressure to complete daily updates, it's great to step back, challenge assumptions and hear the point of view of your brand experts."

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