Motto by Hilton is a vibrant global hotel brand built for modern explorers who travel intentionally, live smart, and stay connected. Anchored in buzzy neighborhoods across some of the world’s most iconic cities, Motto appeals to travelers through modular room designs that enable flexible, personalized stays. For those seeking an experience-driven stay, the hotel is designed to be a launchpad for energetic neighborhood exploration and cultural immersion.

Watson led the brand’s strategy, positioning, and identity refresh, clarifying Motto’s voice and expression to deliver a cohesive vision—one defined by intentionality, ingenuity, and local connection.

To express Motto’s locally rooted approach to each hotel location, Watson developed a dynamic typographic system that captures the essence of each place through a corresponding typeface. Each hotel’s location logo lockup pairs the existing Motto wordmark with the city name, typeset in its selected typeface. Comprised of eight typefaces that are distinct in style yet unified in proportion, the system forms a cohesive library that reflects the hotel’s collection of unique destinations.

A clear methodology guides how each typeface is applied, ensuring it reflects the distinct energy and character of its neighborhood. An arts district like Chelsea in New York City features a typeface inspired by calligraphic letterforms, echoing its offbeat, idiosyncratic character. In contrast, a tourist hotspot like Times Square adopts a friendlier geometric sans serif to convey the destination’s broader, more universal appeal.

Hasse mit Liebe is the podcast for anyone who wants to view the world through a smart, feminist lens – with attitude, but without losing themselves along the way. Journalist Kerstin Hasse dives into equality, politics, and pop culture – sometimes solo, sometimes with like-minded guests – always personal, pointed, and unapologetic.

As striking as a magazine cover. But is pink too on-the-nose for a feminist podcast? Maybe not, especially when paired with GT Planar – bold, leaning to the left, and sharp, just like the podcast. A playful, confident identity for a show with substance.

Poster application

When you think of techno music, many people think of Berlin. And when people think of techno in Berlin, many think of Stil vor Talent – the music label of Oliver Koletzki. He founded the label in 2005 after being told that he had too little musical talent. With his own style and the promise of creative freedom and high-quality music, Stil vor Talent embarked on a long journey. Many labels have come and gone. Stil vor Talent has stayed and got the first rebranding after 20 years in business.

The rebranding uses Bossa by Family Type as the main typeface. The reason for this choice is its strong and self-confident character, while still not feeling distant and arrogant (the second part was really important to the designer and the client).

Poster and fashion application

Logo

Fashion applications

Brand motion

Stickers

Packaging application and website design

Brand motion

Stickers and poster

Website detail from the News page

Website detail with artist bio. The text typeface is KH Teka.