I recall working at a company making high precision manufacturing equipment, for semiconductor fabs. At one meeting, an engineer announced he wanted to design a custom motor, for a particular project.
I wasn't involved in that, don't know the specs. But I wondered, and still wonder, what would be the requirement for a custom design? From a system perspective, my view of 'motor design' is thumbing through vendors' manuals. There are thousands of models available, of every form factor and power level.
Why would you need to roll your own?