Motiva aim is to empower those undertaking mentor programmes to take the tools and skills learned and inspire others in their team. In initial strategy phases, it was clear this needed to be reflected in the brand identity. The term ‘WE CARE WHAT YOU CARE’ became the driving force in Mentor Scout’s creative direction. The vivid color palette chosen helped modernize the brand, while also maintaining its appeal to its target consumer.
While targeting large corporate clients, humanizing the brand was another key motivation for the Gather’Round team. People are central to mentoring programs and HR and this was achieved through carefully selected supporting imagery and the introduction of an animation to help tell the brand story.