ROB ANTLEY • creative director | writer
Mozilla Rebrand
A bold new voice that speaks grassroots to governments.
In 2024, Mozilla set out to reclaim the internet—and its identity. Partnering with JKR, the company launched a bold new brand system to unify its products, people, and purpose. My role? Define the voice that would carry it.
I led the brand voice efforts with JKR and developed a flexible framework to help Mozilla speak to everyone from grassroots organizers to government policymakers. Whether we were on TikTok or testifying before Congress about trustworthy AI, the voice stayed consistent: smart, human, and bold enough to take a stand.
We called it the “Brainy Bestie”—a tone that mixes clarity with wit, warmth with authority. It made complex topics feel accessible, and Mozilla’s mission feel personal. I worked across teams to bring it to life in product messaging, social, editorial content, and the Mozilla.org relaunch.
Big picture: A voice built for influence—from the streets to the senate.