Motto

Over an eight month discovery process, Truffl engaged in deep research through consumer studies, focus groups, interviews with prospective users, and workshops with the Motto team. Through this process, we uncovered deep dissatisfaction with legacy apps found to be toxic, addictive, and wasteful of time and energy. We also dove deep into the personal story of Grindr's founder, who sought the opportunity to develop an app that would resolve some of the negative cultural impacts of that service with this new app and brand. These findings informed a holistic business design across all aspects of Motto's brand and offering.

Motto's brand strategy is build on the purpose of placing a premium on authenticity based on the belief that quality connections are made only when individuals are real about their intentions and desires. The brand's positioning is rooted in combatting Grindr, the dominant competitor in the space, by emphasizing its premium feature set that addresses the complaints many users have on that platform. Finally Motto's personality is aspirational, rebellious, and playful -- perfectly blending naughty and nice qualities inherent in its offering as a more friendly dating and hookup app.

Motto's brand identity is notable for icon created from an intervention in the TT of the company name. Each T represents the male symbol. The coming together of both symbols represents two individuals coming together for a good time. The brand's rich color palette provides sophisticated relief from its competitors' bright, in-your-face primary colors. The brand's type system is bold, yet minimal in order to demonstrate the app's curated experience and exclusive positioning. A collection of brand merchandise and advertisements builds upon Motto's position as a premium gay lifestyle brand.

Founded by the creator of Grindr, Motto is an exclusive, elevated, and inclusive hookup app for the gay and queer community focused on cultivating deeply satisfying experiences.