NFL football is watched by 1 billion people each season. Motorola saw an opportunity to increase brand impression through the development of advanced headsets to be worn on-field (and on-screen) by all NFL coaches.

Motorola drafted HLB to create a reconfigured headset that would meet both the communication needs of NFL coaches and, as importantly, heighten consumer awareness of the Motorola brand. We had just four months to complete the project.

Through rapid envisioning we were able to quickly arrive at the right solution. Using camera tests, foam models and ramped up user research, we gained important and essential design insights. We then went to work creating a savvy design that balances the communications trinity of technology, user comfort and consumer visibility.

Because of the schedule's constraints, HLB needed to engineer functionality and resilience without the luxury of repeated prototypes. We created a floating structure to promote airflow and comfort. An elongated form spreads the pressure. Temple pad inserts achieve balance. And the bold profile with high impact logo placement scores big. At every juncture we sought opportunities to showcase the Motorola name and Batwing with an edgy, eye catching aesthetic.

The new headset's positive clamping force and innovative form spread pressure and balance. The material and universal color scheme work with every team's colors and graphics. The Motorola name and brand occupy the headset's invaluable real estate.

HLB and the Motorola headset has been one of the most successful brand placement tactics in history.

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