Motorola isn’t just making phones; it’s crafting tools for personal expression. This is how the brand is presented by Aja Edmond, Executive Director and Global Head of Brand. Edmond met with Domus in Milan during the launch of Motorola’s updated Pantone collection, sharing her philosophy, which bridges the gap between aesthetics and innovation.

“When I connected with Motorola, I saw they were undergoing a significant transformation,” Edmond says. “They were returning to their roots, embracing style and design, which is what made the company iconic.”

Before joining Motorola, Edmond worked as a “brand architect” for over 15 years, partnering with both emerging and iconic consumer brands in the luxury, lifestyle, fashion, beauty, and wellness sectors.

Motorola’s history is steeped in groundbreaking innovation, but it’s their dedication to style that has made them a cultural icon. Edmond explains that she was “part of the Razr flip phone generation” when Motorola “was truly at the height of cultural relevance and resonance.” Joining the brand earlier this year, Edmond brings a fresh perspective drawn from her extensive experience with luxury and lifestyle brands.

The Pantone launch exemplifies Motorola’s design-driven approach. Motorola’s partnership with the Pantone Color Institute, an exclusive collaboration that began in 2021, reflects the company’s belief that color is more than a design element. By working closely with Pantone, Motorola ensures that its color choices align with macro design trends and cultural relevance.

“Phones are so much more than technology. They are powerful tools for personal expression,” says Edmond. “Our stance is that your phone should be more than a productivity tool.”

The Pantone Color of the Year has long been a cultural touchstone, influencing design across industries. For Motorola, this collaboration isn’t just about aesthetics; it’s about innovation.

“This partnership has shaped the way we develop our devices, particularly from a design perspective. It’s about integrating industry trends into our portfolio to create products that resonate emotionally with consumers,” Edmond explains.

The Pantone Color Institute’s extensive research into color’s societal impact informs Motorola’s design decisions, ensuring that their devices are as forward-thinking as they are stylish.

Motorola’s design-focused approach is part of a larger vision Edmond describes as “lifestyle tech.” This positioning allows Motorola to move beyond traditional technology companies, establishing itself as a brand at the intersection of tech and fashion. “Internally, we call this our lifestyle tech positioning,” says Edmond. “We see ourselves as more of a lifestyle tech brand than anything else. We’re leaning heavily into style, design, and other categories to connect with consumers in meaningful ways.”

To complete this vision, Motorola is exploring partnerships with iconic fashion and lifestyle brands. “We’re having in-depth conversations with what we consider style experts to create multi-year exclusive relationships, similar to what we have with Pantone,” Edmond reveals. Collaboration is a key pillar of Motorola’s strategy. Currently, there’s an ongoing partnership with Bose, the “audio expert,” to develop accessories. “This expands our scope beyond devices to create a complete ecosystem of products for consumers,” Edmond explains.

“You’ll see in our new campaign that we’re announcing strategic partnerships with experts with over 100 years of experience in fabrication, textures, and materials,” she adds. “These elements will be integrated into our phones to complete the narrative around design and provide a fully sensorial experience.”

Aja Edmond, Executive Director and Global Head of Brand

Pantone has announced the Color of the Year 2025, Mocha Mousse—“an intense and soft brown that conveys warmth and sophistication.” Motorola has launched the Motorola razr 50 ultra and Motorola edge 50 neo in Mocha Mousse. These devices, described as “a balance of art and technology,” highlight Motorola’s commitment to innovation and style. Mocha Mousse adds a luxurious and earthy tone to the devices, further reinforcing Motorola’s position at the intersection of tech and design.

For Edmond, Motorola’s design philosophy isn’t just a professional endeavor—it’s deeply personal. “Beauty, aesthetics, and design have a positive impact on the lives of individuals,” she says. “That’s what I care about, and it’s so much of the work we’re doing at Motorola.” She shares with Domus that she has a long-standing passion for design and philosophy. Although this is her first role in the tech industry, her undergraduate degree was in computer science and technology. “I ended up going in a completely different direction,” she admits.

Still, Edmond sees her role at Motorola as a perfect alignment of personal passions and professional mission. As the brand evolves into a design-forward tech company, she explains, Motorola is reclaiming “its throne as a cultural icon, leading the way in showing how style and technology can coexist beautifully.”