MOTO Pizza Brand
AWARDS
Project Description
MOTO isn’t just a pizza company — it’s an experience brand. Built on instinct, mischief, and soul, it’s redefining what a food brand can be. From brand identity to stadium activations, I lead the creative and strategic work that turns every slice into a cultural moment.
Role
Brand Lead, Marketing Lead, Strategy, Art Direction, Design, Copy, Partnerships, Social, Event Activations
The Challenge
In a category driven by convenience and sameness, MOTO was born different. Chef-driven, crust-first, and full of creative energy. It's a brand that is anti-brand and anti-convention. As the brand grew from a cult local favorite to a Seattle staple, the challenge was clear: how do you scale something so strange and soulful without losing the very thing that made it magnetic?
The Challenge
In a category driven by convenience and sameness, MOTO was born different. Chef-driven, crust-first, and full of creative energy. It's a brand that is anti-brand and anti-convention. As the brand grew from a cult local favorite to a Seattle staple, the challenge was clear: how do you scale something so strange and soulful without losing the very thing that made it magnetic?
The Solution
We positioned MOTO as an experience brand, not a pizza brand — treating it less like a restaurant and more like a creative studio that happened to serve unforgettable and delicious pies. That meant building a strategic identity rooted in emotion, mischief, and disruption; crafting a brand voice that was warm, weird, and un-corporate; and shaping a growth model powered by community, culture, and curiosity. From developing cross-channel storytelling, signage, and merch to leading the launch of MOTOVILLE (our full-scale activation with the Seattle Mariners) every touchpoint became a chance to deepen the MOTO mythos and scale the brand without flattening its soul.
The Summary
We positioned MOTO as an experience brand, not a pizza brand — treating it less like a restaurant and more like a creative studio that happened to serve unforgettable and delicious pies. That meant building a strategic identity rooted in emotion, mischief, and disruption; crafting a brand voice that was warm, weird, and un-corporate; and shaping a growth model powered by community, culture, and curiosity. From developing cross-channel storytelling, signage, and merch to leading the launch of MOTOVILLE (our full-scale activation with the Seattle Mariners) every touchpoint became a chance to deepen the MOTO mythos and scale the brand without flattening its soul.
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The Solution
We positioned MOTO as an experience brand, not a pizza brand — treating it less like a restaurant and more like a creative studio that happened to serve unforgettable and delicious pies. That meant building a strategic identity rooted in emotion, mischief, and disruption; crafting a brand voice that was warm, weird, and un-corporate; and shaping a growth model powered by community, culture, and curiosity. From developing cross-channel storytelling, signage, and merch to leading the launch of MOTOVILLE (our full-scale activation with the Seattle Mariners) every touchpoint became a chance to deepen the MOTO mythos and scale the brand without flattening its soul.
The Results
MOTO has grown without losing its oddity. No gimmicks. Just a bold brand people connect with, talk about, and come back to. From street cred to stadium presence, MOTO’s become one of Seattle’s most beloved food experiences by rewriting the rules entirely.
The results? Named the #1 Best Pizza in Washington // Placed 8th at the World Pizza Championships // Smashed Sodexo sales records at both T-Mobile Park and Indian Wells // Ranked in the Top 100 Movers & Shakers in the U.S. // Recognized as one of Seattle’s Top 50 Best Companies.
