Motopp – A Collective Portrait

Motopp connects motivated newcomers and status-holders with companies facing IT-labour shortages. Their work is grounded, practical and built on close collaboration between candidates, civil-service intermediaries, partner companies and the Motopp team. The publication Drijfveren (Motivations) captures this landscape through direct portraits paired with concise statements drawn from conversations with participants across all groups.

The challenge was to create a publication that avoided a promotional tone while functioning as a clear positioning tool. The structure needed to place all participants (candidates, partners and Motopp staff) on the same level, reflecting the organisation’s human and constructive approach. The content strategy developed by Lopezlab provides this clarity: a focus on timeless, universal thoughts and experiences, combined with the attentive portraits by Michel Khoury and a tone that remains direct and empathetic. The result is a book that executives and public-sector partners can identify with, while remaining fully accessible to newcomers.

Drijfveren operates as a differentiated communication instrument: a quiet form of slow pitching that introduces Motopp’s ethos and impact before any formal conversation takes place. By stating its empathetic authority in waiting rooms and offices of partner organisations, the publication becomes a practical way of articulating what drives Motopp and why their work matters.