Create a standalone brand with social media channels.
Within the USA TODAY network of sites, there were a lot of beautiful, well-told stories, but they often got lost amongst the bad news and sensational headlines. A team from the Gannett Video Production Center went through the Gannett Innovation lab to create a daily series on USA TODAY to bring more attention to these great stories. As the series progressed, Gannett needed Motto to create a powerful brand, voice and identity.
Originally called “Inspiration Nation,” Gannett’s leadership wanted a better name to build the brand around. Positive news is becoming rare, especially on large media platforms, and it was important for this brand to emotionally resonate, stand apart from other video brands, and spark social sharing. Motto brainstormed hundreds of name ideas before selecting Humankind. The name elicits positive feelings and captures the collective spirit of special relationships, random acts of kindness, and triumphs that the brand is grounded in. It also speaks to how easy it is for the human race to make a difference in the world.
“Our hearts exploded with love for everything Motto created for Humankind.”