Moto Razr
Product CMF & Design Strategy
CMF Lead — Mobile / 2019
Intro
Moto Razr reintroduced one of the most iconic designs in mobile history for a new generation. The program focused on honoring the emotional resonance and recognizability of the original Razr while reimagining it through modern materials, finishes, and manufacturing processes required for foldable technology. The result was a product that felt both nostalgic and unmistakably contemporary—bridging Motorola’s design legacy with its future.
GOAL
Reinterpret an iconic product through CMF innovation—preserving its emotional DNA while introducing modern materials, finishes, and tactile experiences that support foldable technology and premium usability.
Challenge
The core challenge was evolving a deeply recognizable design without diluting its identity. Every CMF decision needed to respect the original Razr’s sharpness, confidence, and desirability while addressing the technical constraints of a foldable display, hinge system, and modern durability requirements. Materials had to feel premium, withstand repeated folding, and visually unify complex mechanical elements into a cohesive whole.
Research & Strategy
CMF strategy began with archival research into the original Razr—studying proportions, surface tension, gloss levels, and emotional cues that made it iconic. This heritage lens was paired with forward-looking material exploration, including advanced polymers, coatings, and finishes suited to foldable form factors.
The strategy focused on contrast and precision: pairing familiar cues—thinness, sharp edges, confident surfaces—with modern restraint and tactile refinement. Materials were selected to emphasize lightness, durability, and clarity while preserving the Razr’s unmistakable silhouette.
The CMF strategy honored Razr’s legacy expressions while evolving their material and color implementation for a new foldable form factor.
Implementation & Collaboration
Partnered closely with Industrial Design, Mechanical Engineering, Display, Hinge, and Manufacturing teams to integrate CMF seamlessly with foldable architecture
Developed material palettes and finishes that balanced heritage gloss and sharpness with modern durability and wear resistance
Collaborated with suppliers to refine coatings, textures, and color consistency across complex moving parts
Led CMF reviews to ensure the product maintained iconic recognizability while feeling credible as a modern smartphone
Exploration & Prototyping
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> Create unibody appearance
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> Balance to meet and innovate portfolio alignment
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> Material selection + finish
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> Update a color icon
Final Outcome
Moto Razr successfully reestablished a cultural icon as a contemporary device. The CMF language reinforced the product’s emotional legacy while delivering a refined, premium experience aligned with modern expectations. The result was a foldable phone that felt intentional, expressive, and instantly recognizable—without relying on nostalgia alone.
Design Recognition
Motorola Razr received the Red Dot Award (2020) for Product Design.
Studio moment — Razr featured alongside the design team in the Red Dot Design Award Yearbook.
Reflection
Knowing what not to change.
Innovating on an icon demands restraint. The Moto Razr program reinforced that the strongest CMF decisions often come from knowing what not to change. By preserving the product’s emotional core while thoughtfully evolving materials and finishes, the project demonstrated how legacy design can be a foundation for innovation rather than a limitation.