Case Study: Motivo builds a welcoming brand identity and voice system with Workhorse

Motivo relaunched its site in 2 months with Workhorse

Motivo, a first-of-its-kind online platform connecting new therapists with experienced clinical supervisors, had a logo but lacked a complete brand identity and voice to stand out in a new market. Their challenge was to avoid a clinical, impersonal feel and instead build a warm, welcoming world around their existing logo to appeal to multiple audiences. They engaged the vendor Workhorse to develop this comprehensive branding system.

Workhorse solved this by creating a full visual identity and a detailed Voice & Tone book. The solution included a distinctive color palette moving away from healthcare blue to coral and vibrant blue, an illustration system with welcoming characters, and a voice guide that taught Motivo's team to write sincerely and engagingly for three distinct user groups. The new brand launched on a relaunched website in January 2019, providing a cohesive and scalable system that ensured all future communications would look and sound consistent.

Motivo