This is the kickoff meeting

for our open design project

looking at the Mozilla brand

When reading through the brief

what really stood out for me was

it was an organization

that really want to stand for something

in the public's eye again

and there's a slight sense

perhaps it lapsed in that respect

The world doesn't really know

that Mozilla and nonprofit

with the unique role in

preserving the freedom of the Internet

and preserving individual freedom online

One of the things that you realize

when you start talking to people
about Mozilla

is that there are two possible
reactions from people

one is "I love Mozilla!"

the other reaction is "who are they?"

This feels like a gallery

and it's like engaging

and it gives the value of
open design quite nice

as it should be in an open
community like Mozilla

The feedback that we've gotten
continuously

is a real appreciation

for including the whole organization in

at the very very beginning

When you research Mozilla on the Internet

you get the impression of an organization
that means well

but doesn't really stand for

a clear message

See Mozilla through like different
perspectives

they can really help us understanding

what was our core values

Branding in the open is very unusual

and it's hardly been done at all

Openness and transparency is the way to go

that's how Mozilla does everything

and we're applying it to designs as well