Moto 2017 DL was one of the coolest projects I had the opportunity to develop for a brand. The objective was to create a set of references for the design team to have a starting point when designing the phones for our 2017 portfolio. And we ended up designing the whole strategy of how all products of our different franchises should look and feel like a family, considering different market tiers and different regional demands for each target audience.

I was allocated to be responsible for leading the ID portion of this design language project, and the results were more impactful than we expected: in less than one year at the company, I was able to drive how the whole 2017 portfolio would look like, applying a similar process that I structured at Whirlpool, but going further and actually designing phones that translated the intent to physical devices.

Building a design language requires deep understanding of the brand's values and core attributes, as the products are one of the brand's touch-points with their consumers. We started by deep-diving on the brand architecture, translating its attributes into a design intent that was cascaded down to design values. With these values in mind, it's easier to start searching for visual elements that represent each one of these values.

After exploring design values and identifying forms that translate them into visual elements, we needed to define clearly what would be our signature elements. This market is really full of good competitors and options to the consumers, and just by having a clear strategy on what your key differentiator elements are you're able to be recognised by them.

The third part of the design process was to create samples of how Moto phones in 2017 should look like if the design team follows the principles created on the first two steps. To do that, the strategy was to create a concept for each one of our three major market tiers, and clearly defining the family link between them.

    

   

    

   

As a result, all 2017 products released to the market had this design as reference. Arced silhouette, curved profile, circular camera detail, capsule-shaped details and many other details were dictated by the reference work done in 2016.