Ethical positioning
In branding, ethical positioning involves aligning a company’s values, operations, and communications with the principles of ethical conduct and social responsibility. The goal is to positively impact society and the environment, attract like-minded customers, employees, and other stakeholders, while steering the brand narrative and enhancing the brand’s purpose. Consider the haute couture brand Vivienne Westwood: it is committed to minimizing textile waste right from the design stage by employing innovative, low-waste pattern cutting techniques.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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