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Spoken Moto came to me during an identity crisis.
While the ownership group had a clear vision, competing staff opinions around brand identity were eroding the culture. Internal misalignment began showing up externally, leaving patrons feeling excluded rather than welcomed.
My role was to help Spoken Moto clarify who they were, what they stood for, and how that identity should be expressed internally and externally. Through the Spoken Identity Workshop™ and BrandBook®, we aligned leadership, rebuilt cultural foundations, and translated that clarity into language, systems, and customer experience.
As direction sharpened, Spoken Moto rebuilt its team, restored its reputation as an inclusive community hub, and regained momentum—ultimately leading to an acquisition offer from the owners of See See Motor Coffee.
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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@Monserrat Vazquez's work now spans brand identity, packaging systems, and cultural branding across organizations and startups.
None of that started with the perfect city, it started with the people in front of her.
Here are 3 lessons from 's journey:
- Brand identity sets the rules, everything else follows
- Freelancing alongside a job is a real transition strategy
- Confidence is a byproduct of experience, not a prerequisite
If you are a designer building solo, part of an agency or growing yours, this episode is for you.
Full conversation with @Monserrat Vazquez is now available: https://youtu.be/USrWTu7KRD0
P.S. Her matcha packaging concept started as a ritual idea, not a product idea.
Was great having you on the pod @Monserrat Vazquez
With every branding project, I design and present 2–3 different options for my clients, sometimes even one is enough when the vision is crystal clear.
The reason I show more? I like to push myself more creatively to explore beyond what's safe and normal.
A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
At the end of the day, we're here to serve our clients, but sometimes working with them means showing something they didn't know they needed.
I completely relate to this. There’s something really rewarding about pushing things beyond the brief.
A good designer can stay within the brief, but a strong creative director should be able to see what the brand could become and take the client along that journey.
I do the same...
A speakeasy born from a single phrase.
One brief.
One rabbit.
A complete brand world built in a sprint.
Love the concept. Turning a simple brief into a full brand world like this is really impressive.
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