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Foundation Foundation Foundation
Foundation Foundation Foundation

Motto Foundation® is our strategy-only engagement for companies looking to set the strategic position before visual identity.

Build your brand’s strategic framework.

A strategic approach that achieves complete clarity and alignment.

Motto Foundation® is our strategy-first engagement. It is designed for companies exploring a brand transformation, launching an innovation, or preparing for accelerated growth who want to lock down core brand foundations before jumping into creative execution. It focuses solely on building your brand’s strategic framework, not the visual expression.

Brand strategy creates internal clarity and alignment and gives you a North Star for the business. Together, we clarify vision, purpose, audience, and positioning, all hinged on a powerful Idea Worth Rallying Around™ that unites, inspires, and empowers your entire team.



Lack of Executive Alignment

Your team doesn’t clearly understand the vision, how they contribute to that vision, and what they need to do to achieve it. We get everyone pulling in the same direction.


Weak Competitive Difference

Your position is indistinct; competition is eating your lunch and stealing market share with a better brand experience. We carve out meaningful differences.


Undefined Target Audience

You’re speaking to everyone, therefore speaking to no one. We define the audience and orient your brand to them.


Fading Relevancy

Your ability to connect with and become personally relevant to the audience is inadequate. We spark an emotional connection.



Cast Your Vision

Champion and align a bold vision to accelerate your company’s growth and reach new audiences.


Establish Strong Positioning

Differentiate your brand with a point of view and strong personality, and create a competitive difference.


Drive Brand Execution

Design without brand strategy is window dressing. Strategy is the compass for verbal and visual development.


Lower Price Sensitivities

Get customers to value your brand so much that they’re willing to pay more for what makes it unique.


Attract the Best Talent

Great brands are magnets for top talent. Reach the 1% by championing your brand at every level.


Future-Proof the Business

Make your company relevant in today’s noisy landscape and establish yourself as a market leader.

(Foundation Clients)

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The Process

Get ready to plant your flags.

Our process unfolds across two key phases.

Motto Method®

Our mission begins with a complete discovery of your business, conducted collaboratively and iteratively. We work to understand your business’s unique challenges and opportunities and provoke discussion about the nuances of your brand, culture, external forces, industry trends, ideal customers, and future ambitions.


  • Business Workbook: A deep dive
  • Client Onboarding
  • Kickoff call with the steering group
  • Asset and materials review
  • 1:1 internal stakeholder interviews to gain unique insights
  • A detailed competitive analysis with emphasis on positioning, messaging, and visuals
  • Strategic workshops to work through big business questions
  • A detailed playback report with key insights

In their own words

Hear what our clients say about working at Motto®

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Hicham Chahine CEO, Ninjas in Pyjamas

“All of this would not have been possible without the brilliant team at Motto® led by Sunny Bonnell and Ashleigh Hansberger challenging our thinking and carrying us through the whole rebranding process.”

Camilla Cornwell Brand Designer, GoodNotes

“I have spine tingles. It's amazing to see our strategy come together into such a cohesive and inspiring narrative.”

Allie Kuzyk Google®

“I’ve referred Motto® to anyone who asks for an all-around creative powerhouse. I’ve always felt we were more than just a client, but true partners. ”

Steph Zaharuk VP of Marketing & Growth, Hello Alice

“Your team is so good. Thanks for reigning us in. ”

Danny Aronson CEO, Even

“Motto® is exceptional. We are getting amazing feedback from stakeholders, investors, and customers. The team is so inspiring to work with. ”

Annie Wang VP Marketing, Artnet

“Motto® blew us away. They exceeded our team’s expectations by 100x.”


  • Ambitious leadership
  • C-level relationship
  • Active, responsive team
  • Culture-first ethos
  • Decisive decision-makers


  • Fully remote
  • Motto® is globally distributed


  • 3-month minimum preferred
  • Tighter timelines agreed case-by-case

Ready to plant your flag? Begin with Foundation®

Start with Foundation®