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This is the kickoff meeting

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for our open design project

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looking at the Mozilla brand

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When reading through the brief

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what really stood out for me was

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it was an organization

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that really want to stand for something

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in the public's eye again

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and there's a slight sense

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perhaps it lapsed in that respect

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The world doesn't really know

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that Mozilla and nonprofit

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with the unique role in

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preserving the freedom of the Internet

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and preserving individual freedom online

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One of the things that you realize

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when you start talking to people
about Mozilla

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is that there are two possible
reactions from people

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one is "I love Mozilla!"

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the other reaction is "who are they?"

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This feels like a gallery

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and it's like engaging

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and it gives the value of
open design quite nice

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as it should be in an open
community like Mozilla

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The feedback that we've gotten
continuously

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is a real appreciation

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for including the whole organization in

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at the very very beginning

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When you research Mozilla on the Internet

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you get the impression of an organization
that means well

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but doesn't really stand for

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a clear message

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See Mozilla through like different
perspectives

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they can really help us understanding

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what was our core values

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Branding in the open is very unusual

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and it's hardly been done at all

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Openness and transparency is the way to go

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that's how Mozilla does everything

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and we're applying it to designs as well