Gift cards seem simple... but they reveal something profound about brand trust, psychology, and power.
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In this episode of Brandy, Reilly Newman and Scott Saunders unpack how Starbucks generates over $215 million annually from unredeemed gift card balances, why consumers forget to use gift cards in the first place, and what this tells us about trust, psychology, and brand power.
Explore how strong brands convince customers to prepay for future value and how that “stored trust” quietly becomes a competitive advantage.
Reilly and Scott translate these insights into practical lessons for founders and small business owners: how branding influences cash flow, why pre-commitment is a signal of brand strength, and what it really takes to build a brand people believe in before they buy.
If you’re building a brand and wondering how trust turns into revenue, this episode will change how you think about gift cards, loyalty, and long-term brand strategy.
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Reilly & Scott will answer it on the next episode!
Most founders think they have a marketing problem. They don’t. They have a positioning problem and it’s quietly slowing every part of their business.
Brand News: Guess what brand paid $450 Million for Peanuts...
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In this episode of Brandy, Reilly Newman breaks down why positioning is the lifeblood of your business, not a marketing tactic. You’ll learn how perception shapes growth, why framing beats features, and how to identify the hidden gaps preventing customers from “getting it.”
Reilly also shares his Positioning Flywheel™, a proprietary framework that shows how brands build momentum through Association, Alignment, Fit, Perceived Affordance, and Kinship.
> > See Positioning Flywheel diagram here
If you’ve ever felt stuck, misunderstood, underpriced, or overlooked, this episode will show you the real reason why… and how to fix it.
Perfect for founders, marketers, and anyone responsible for guiding a brand’s direction.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Holiday marketing usually means louder ads, bigger discounts, and more noise. Dunkin’ took a different approach.
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In this episode of Brandy, Reilly Newman and Scott Saunders break down the ingenious holiday campaign from Dunkin' that transformed Munchkins from a product into a festive character. They used nostalgia, personification, and storytelling to embed the brand into the emotional fabric of the season.
Rather than selling donuts, Dunkin’ sold feeling: warmth, familiarity, joy, and togetherness. By leveraging psychological principles like nostalgia bias, anthropomorphism, and seasonal identity cues, the brand created a holiday narrative that felt timeless instead of transactional.
• How nostalgia increases emotional trust and brand affinity
• Why personifying products creates stronger memory encoding
• How holiday storytelling outperforms promotional messaging
• The psychology behind turning products into cultural characters
• How to align brand assets with seasonal emotion (without feeling salesy)
This episode is a masterclass in modern brand storytelling and seasonal strategy and proof that the strongest holiday campaigns don’t push products, they build traditions.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Santa Claus didn’t always wear red, and what founders can learn from good ol' St. Nick.
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So how did Coca-Cola help turn a beloved cultural figure into a billion-dollar brand association without most people noticing?
In this special holiday episode of Brandy, Reilly Newman and Scott Saunders of Motif Brands dissect one of the most masterful brand strategies in modern history.
Coca-Cola didn’t just sell soda, they embedded themselves into the global cultural fabric by consistently aligning their brand with Santa and Christmas over decades.
While Coke didn’t invent Santa or his signature red suit, their disciplined, long-term approach helped standardize his modern image and permanently associate Coca-Cola with the most emotional moment of the year.
You’ll learn a blueprint for achieving enduring market positioning, including:
• The Power of Association: Why owning a feeling or cultural moment beats simple brand awareness every time
• Consistency as Capital: How decades of disciplined repetition compound brand equity into multi-generational assets
• Cultural Standardization: How strategic consistency can help shape a unified global icon
• The Invisible Brand Move: Why the most powerful strategies don’t feel like marketing at all
This episode is a masterclass in patient capital, emotional branding, and cultural positioning and proof that the strongest brands win by showing up consistently and letting culture do the rest.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Founders can learn from this $5 store and why it is now a top-performing retailer.
Brand News: Eggnog is back at Starbucks!
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Five Below is one of the most surprising winners of 2025. While many retailers are shrinking, Five Below is scaling and its stock is crushing the market(up 67% YTD).
In this episode, brand experts Reilly Newman and Scott Saunders break down how a brand built on $1–$5 products became a retail juggernaut and what founders can learn from its explosive rise.
You’ll learn:
The origin story behind Five Below’s unique brand DNA
How it turned value shopping into an emotional experience
Why it thrives during economic uncertainty
The psychological engine behind small-ticket luxuries (the modern “Lipstick Effect”)
Strategic lessons founders can apply to their own brands in 2026
Whether your business is growing, plateauing, or ready for reinvention, this episode shows how a brand with constraints turned those constraints into category dominance. This is brand strategy in action; clear, bold, and wildly effective.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Founders often obsess over what they sell, but consumers are driven by why it matters.
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Every toddler discovers the same magic word. A word that Einstein, The Beatles, and Steve Jobs also relied on:
“Why?”
In this Brandy episode, Reilly Newman and Scott Saunders explore why the question why is more than a phase kids go through. It’s a fundamental part of human nature, consumer psychology, and brand-building.
Founders spend enormous energy perfecting the what and the how, but the real value — and the real decision-making power —lives in the why. Why choose this brand? Why is this product better? Why does this matter to me?
Along with behavioral science and classic brand strategy, this conversation uncovers how “Why” creates:
• Meaning
• Story
• Perceived value
• Emotional connection
• Differentiation in crowded markets
• Why every consumer (consciously or not) is driven by “Why?”
• How toddlers reveal a universal psychological truth about buying behavior
• Why “why” is the fastest way to add perceived value to your brand
• What founders get wrong when they focus only on features and benefits
• How brands like Apple, Dyson, Tony's Chocolonely, and Space X embed their “Why” into every touchpoint
Because the most successful companies don’t just answer what people buy.... they answer why they should care.
What You’ll Learn:
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
You won't believe what 42% of Lays Chips consumers think about the product...
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Reilly Newman and Scott Saunders offer a meaningful thought to chew on this Thanksgiving: inaction isn’t free.
We’re biologically wired to play it safe, to preserve the status quo, and to assume that doing nothing carries no cost. But in business, in branding, and in life, inaction is a decision; one that often carries more risk than the action we’re avoiding.
In this reflective episode, the conversation explores:
• Why founders instinctively overweight the perceived cost of action
• The fallacy that the status quo is “safe” or “neutral”
• How inaction quietly drains opportunity, momentum, and relevance
• Why Nvidia's success is built on risks 20+ years ago.
• Why the greatest rewards (in business and in life) require stepping into the unknown
• How this mindset shapes marketing, risk, innovation, and strategic decision-making
Drawing from psychology and business strategy, Reilly and Scott challenge founders to rethink the role of fear, risk, and exploration to see both action and inaction as choices that shape the future of their company.
A timely reminder that the biggest danger may not be trying something new… but holding onto something old.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Netflix is turning hit shows into real-world experiences, but is it right?
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Netflix just opened Netflix House, a multi-level immersive experience where fans can step into real-world versions of their favorite shows like Squid Games, Stranger Things, and more. It’s bold. It’s ambitious. It’s a big bet on the experience economy.
But… Reilly isn’t sold.
In this debate-style episode of Brandy, Reilly Newman and Scott Saunders unpack the strategy behind Netflix House and they don’t see it the same way. Scott sees potential. Reilly sees misalignment. Together, they explore what Netflix is trying to achieve, what makes an experience truly meaningful, and why some IP translates beautifully to the real world… while other IP falls flat.
They also zoom out to discuss what this shift means for small businesses, especially those who think immersive experiences are only for massive brands with massive budgets. (Spoiler: they aren’t.)
Why Netflix is expanding into the experience economy—and whether it’s smart
• The difference between immersive and gimmicky brand experiences
• The psychology of “living inside a story” and how it shapes customer loyalty
• Reilly and Scott’s opposing viewpoints and what founders should take from both
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Costco and Nike Collaboration?
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This Brandy episode focuses on how memorable brand experiences depend on customer service. Brands like Target and Starbucks have recognized this in the wake of their recent troubles and put policies in place to ensure a better customer experience.
Reilly Newman and Scott Saunders share their thoughts on this approach from a brand experience perspective and offer insights on how your company can deliver a better brand experience.
Reilly describes the importance of customer service in an ever-increasing AI world as well as the core principle of "excellence" that drives a memorable brand experience. Scott dives into the generational shift among younger employees and the challenges employers and managers may face. More importantly, what does all of this mean for your brand and how your business can take advantage of these challenges in the
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
The return of a more caffeinated Mr. Pibb and is AI a bubble?
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This Brandy episode is a cocktail shaken with nostalgia, stirred with AI, and served with a twist of psychology.
A cocktail of culture, code, and consumer psychology where Reilly Newman and Scott Saunders mix nostalgia, AI, and the new economy to explore how human behavior(and the stories we tell ourselves) shape what we buy, trust, and resist. From Mr. Pibb's nostalgic return to machine learning, it’s all about how products make us feel.
What You’ll Learn:• Why nostalgia-driven marketing (like Mr. Pibb’s revival) taps into human emotion.• How consumer resistance to AI is rooted in being human
• Reilly's prediction of the new economy emerging and if AI is a bubble.• The psychology behind “how does this make me feel?” in modern purchasing.• What car dealerships reveal about trust, tone, and human nuance.• Why understanding internal narratives is key to building brand loyalty in the new economy.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
LISTEN IF YOU DARE! 💀
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In this special Halloween edition of Brandy, hosts Reilly Newman and Scott Saunders dive into the dark side of branding where billion-dollar ideas turn into terrifying PR nightmares.
From tone-deaf campaigns to design backfires and social-media slip-ups, they count down the Top 10 Brand & Marketing Horror Stories that still haunt boardrooms and marketing teams today.
Don't be scared! Grab a pumpkin spice latte or something stronger... this one’s equal parts terrifying and enlightening.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
When Amazon Web Services (AWS) went down, half the internet went with it.
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When AWS went down, half the internet went silent. But for founders paying attention, it wasn’t just a tech glitch—it was a business lesson.
In this episode of Brandy, Reilly Newman and Scott Saunders explore the brand implications of overreliance on platforms, algorithms, or single marketing channels.
They reveal how many companies unknowingly operate with a single point of failure and what founders can do to diversify attention and build long-term brand resilience. This applies to brands, influencers, small businesses, and more!
What You’ll Learn:
• Why the AWS outage is a metaphor for fragile marketing strategies.
• How overdependence on one channel limits your growth and stability.
• The difference between rented reach and owned audience.
• How to future-proof your brand against digital disruption.
• The framework for building brand resilience in an unpredictable world.
Because if one outage (or algorithm change) can take your business down, it’s not a strategy. It’s a risk.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
Most brands chase content. Great brands create moments.
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In a digital world obsessed with “content,” few brands realize that what people truly remember are moments.
In this episode of Brandy, hosts Reilly Newman and Scott Saunders explore why the future of marketing lies in designing experiences that spark connection, conversation, and community.
They revisit themes from Season 1’s Grassroots Marketing episode to show how creating brand moments builds trust, fuels word-of-mouth, and inspires your audience to create content for you.
What You’ll Learn:
• Why “content creation” is less powerful than “moment creation.”
• How to build experiences people can’t help but talk about.
• The psychology behind memory, emotion, and brand loyalty.
• How grassroots marketing thrives on meaningful moments.
• Why every brand should measure moments of impact, not posts.
Because the future of marketing isn’t about more noise... it’s about making moments that matter.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
The first Brandy Q&A episode!
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Reilly Newman and Scott Saunders tackle a question from listener Megan W. (USA) who asked about renaming during a rebrand.
Reilly and Scott unpack the decision from both a strategic and psychological angle, exploring how a name anchors perception, signals change, and impacts brand equity. They share real-world examples of when a rename unlocks growth and when it creates confusion.
What You'll Learn:
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a strategist, speaker, writer, and trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
What can your business learn from Spirit Halloween?
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Every fall, empty storefronts rise from the dead, wrapped in orange, black, and Spirit Halloween branding. But behind the spooky props is one of the smartest business models in retail: a seasonal pop-up empire that thrives on agility, timing, and contextual relevance.
In this episode of Brandy, Reilly Newman and Scott Saunders peel back the layers of Spirit Halloween’s “temporary takeover” strategy and explore what founders, marketers, and retailers can learn from it. They discuss how pop-ups, seasonal activations, and contextual experiences can become powerful tools for testing, expanding, and amplifying your brand without the long-term risk of new locations.
What You'll Learn:
Don't be scared! This episode will raise the living dead in your brand.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
Private labels aren’t just for grocery stores—they’re a masterclass in perception, value, and strategy
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From Costco’s Kirkland to Target’s private brands, and Aldi’s recent repackaging redesign, these brands are proving that how you frame your offering can dramatically influence customer behavior.
In this episode of Brandy, Reilly Newman and Scott Saunders explore the power of private labels and unpack the lessons founders and marketers can apply to both products and services. We compare different approaches, including Trader Joe’s and their unique shopping environment, to reveal how strategy, design, and context all play a role in shaping perception and driving value.
What You'll Learn:
Whether you’re a founder looking to launch a new product or a marketer wanting to differentiate your service, this episode will give you a blueprint for using strategic framing to build perception, value, and trust.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
What's the meaning of Black Friday?
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Black Friday isn’t just about the shopping frenzy... it’s about retailers moving from the red to the black by sacrificing margins for volume. But is discounting really the best strategy for most brands?
In this episode of Brandy, Reilly Newman and Scott Saunders explore the origins of Black Friday and dive into why discounting can create a fleeting boost in sales while damaging your brand’s long-term perception. Founders and marketers will learn why value creation beats price cutting and how strategic pricing shapes the way your audience perceives your products.
What You'll Learn:
If you’re a founder or marketer looking to grow your business while preserving brand integrity, this episode will show you why smart pricing and value creation are your most powerful tools this holiday season.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
Are you focused on the short-term details of your business or the long-term vision of your brand?
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In this episode of Brandy, Reilly Newman and Scott Saunders explore the critical difference between business clarity and brand clarity.
Business clarity is near-sighted: immediate, functional, and operational. Brand clarity is far-sighted: visionary, contextual, and strategic. True success comes from balancing the two, allowing your brand to guide your decisions while keeping your business grounded in reality.
From identifying where your business may be reactive rather than proactive to understanding how brand perception influences long-term growth, this episode offers actionable insights for founders, marketers, and service-based businesses looking to build lasting impact.
You'll learn:
By the end of this episode, you'll understand why clarity is not just about what you do today. It’s about shaping how your brand is perceived tomorrow.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
Are consumers trading clicks for queues? This may be the start of a massive trend.
>> Get the Award-Winning Book (Brandy): BrandyBook.us
Consumers are making a shift... opting for in-person experiences over digital convenience. From sit-down restaurants to malls and live events, the trend is clear: physical, “inline” experiences are back in demand. But what does this mean for your brand?
In this episode of Brandy, Reilly Newman explores the behavioral patterns driving this shift, analyzing why consumers are choosing experiences over online ordering. Scott Saunders and Reilly discuss what brands can learn from these changes, and how founders and marketers can strategically respond.
You'll learn:
Whether you’re designing experiences, marketing services, or planning your next growth strategy, this episode gives you a playbook for responding to a world where consumers crave real-life interaction.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.
Cracker Barrel recently attempted a rebrand — and the public reaction was brutal. What went wrong?
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In this episode of Brandy, Reilly Newman and Scott Saunders dive into the psychology behind the backlash and analyze the strategic missteps that led to a branding misfire.
From the perception traps to the messaging mistakes, we break down why some rebrands fail and what founders and marketers can learn to avoid the same fate. This episode isn’t just about Cracker Barrel; it’s about understanding the principles of brand perception, audience expectations, and strategic execution.
You'll learn:
Whether you’re a founder planning a rebrand or a marketer responsible for brand strategy, this episode gives you the tools to anticipate reactions, design effective messaging, and protect your brand’s reputation.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6
Related Top Episodes:
Follow Motif Brands:
About Motif Brands: MotifBrands.com
Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.
Who is Reilly Newman?
Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.
Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.
Who is Scott Saunders?
Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.