January 14, 2015

Case Study Wednesday: Motorola

As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories.

That’s why we’ve launched “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them. To learn more about our work, click here.

This week, we will be featuring our work with Motorola:

image-006Addison Whitney has been a key naming and strategy resource to Motorola for years. We fully understand that some of our clients have unique branding needs and processes to follow of their own, which is why we know the importance of having flexibility. Through a customized process, we’ve continually delivered dynamic and creative results to Motorola for brand name development, brand architecture development, and nomenclature strategies.

Highlights from our work with Motorola include the Roadster, Finiti and Oasis Bluetooth devices.


Motorola created a Bluetooth headset that would provide superior audible performance in the most extreme conditions. The name Finiti was inspired by the limitless potential of the headset and instantly branded the new device as extremely versatile.


This Bluetooth mobile device is used as a car speakerphone and promotes a safer, hands-free way to talk. We created the name Roadster for the new device. The name evokes images of a road-ready device that forms a seamless connection with any car.


The name for the last Bluetooth model needed to communicate a number of characteristics: comfort, clarity and the ability to multitask. We chose the name Oasis to represent an ideal device that would meet even a casual user’s communication needs.

Teams Involved:

Verbal Branding

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