Last spring, at the Circular Summit, an annual women entrepreneurship conference hosted by Alice, we met Rachel McCrickard, founder of Motivo. Motivo is the first online platform that connects new therapists with experienced supervisors from the beginning to the end of the clinical supervision process. Being the first of its kind, we jumped at the opportunity to help them build out a full brand identity. We love the challenge of building brands for ground breaking new products. It offers us a unique opportunity to think about what is possible, not what is expected.

Starting with their existing wordmark and basic messaging, we worked closely with the Motivo team to explore and further develop a brand identity that presented them as a credible, investment-ready early-stage company. Starting with a number of interactive exercises, we determined Motivo’s brand qualities, audience types, and user paths. Centering Motivo’s voice and tone around the brand attributes they identified—welcoming, certain, and reassuring– we crafted a brand language that could be tailored to each of the individual audiences, showing that we not only could approach them in a targeted way, but could also establish overarching messaging that felt relevant to all audiences simultaneously.

 

Motivo Voice & Tone

 

Since Motivo already had a wordmark, Workhorse was charged with figuring out how to expand the mark into a visual identity system. Utilizing the newly established tone and voice, we transitioned away from a “health care” blue palate and introduced a range of more vibrant colors. By adding illustration and other graphic elements we were able to create a warmer, more welcoming feel.

 

Motivo Illustrations

 

The new brand identity and messaging were incorporated into a new website and updated marketing materials. Motivo is now equipped with the tools necessary to grow their business cohesively across a variety of different audiences and channels, enabling them to share their story with users, partners and potential investors.

We take pride in our ability to help budding brands present themselves in the best way possible. If you or your organization are planning a new brand or just looking for a refresh, we’d love to partner with you. Hit us up.