Moss Media – Brand Strategy and Identity Design 2018.1

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10 Years of Iconic Brand Strategy & Breakthrough Identity Design W W W. M O S S M E D I A . P R O

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P A R T O F T H E F R O N T P O R C H M E D I A FA M I LY O F C O M P A N I E S

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COPYRIGHT ©2018


D ESIG N ED BY M O SSM ED IA , LLC © 201 6

BRAND BOARD

CULTIVATE

Cultivate is committed to building a unified family that prides itself on supporting our local farmers & growers that devote their lives into providing the highest quality products. Our mission is to serve our guests nutritious, sustainable food & beverage while focusing on "Cultivating" our community through scholarships, guidance, and resources for our young people.

/ / LO G O VA R I AT I O N S / /

Plant a new conversation on your plate.

/ / C O LO R / /

/ / I N S P I R AT I O N / /

conscious carryout

// TEXTURES //

// LABELING //

/ / PAC K AG I N G / /

Dig in to the good life.

Spring Salad

T HIS C ARRYOU T SUPPORTS LOC AL FARMER S AND FAMILIES


D E S IG N E D BY M O S S © 2 0 1 7

BRAND BUILD

BIG AUDACIOUS IDEA

“This season we’re examining what it means to be human and asking the questions that sometimes we forget to ask. What is Time? Can ethical questions be answered by science? Questions like these will spark the Big Audacious Ideas of tomorrow.”

/ / C O LO R / /

Guided by Craig James SEE THE BIG PICTURE

/ / P O D CAST T I L E / /

/ / AU DAC I O U S M U G / /

/ / AU DAC I O U S T E E / /

// ICONOGRAPHY //

A “FRONT PORCH PEOPLE” CONVERSATION

/ / I N S P I R AT I O N / /

/ / OT H E R S PA R KS / /

#BIGAUDACIOUSIDEA #FRONTPORCHPEOPLE #THINKAUDACIOUS #NEWPODCAST #AUDACIOUSIDEA X+Y=WHY?

#TODAYSBAI


DESIGN ED BY MOSSMEDIA, LLC © 2 0 16

BRAND BOARD

AGILE STRATEGY LAB

“Agile is an attitude.”

/ / LO G O / /

“Agile... is an attitude, not a technique with boundaries. An attitude has no boundaries, so we wouldn’t ask “can I use agile here,” but rather “how would I act in the agile way here?” or ”how agile can we be, here?” – Alistair Cockburn

HEX: EF4836

/ / C O LO R / /

PA N TO N E P R O C E S S 1 7 9

// BANNERS //

/ / LO G O E M B L E M / /

AGILE IS AN ATTITUDE

STATUS QUO FREE ZONE

EST // 2016

/ / I N S P I R AT I O N / /

/ / SWAG / /

Agile is not a thing you (do). Agile is a thing you are.

../Agile Process #AGILELABPURDUE #AGILESTRATEGYLAB #AGILEATTITUDE #AGILELINKUP #AGILEUP

GO AGILE OR GO HOME


DESIGNED BY MOS S © 2 0 1 7

/ / N A M E STO R M / /

PACKAGING +

SAMPLE BOX / BRAND

/ / C O LO R / / WE LOOK FOR COMBINATIONS OF WORDS THAT ARE EMOTIVE, TRENDING, LIKE “ICON” OR ACRONYMS LIKE “OTP” TO BREAK OUT FROM THE CROWD FOR THE NEW SAMPLE BOX NAME.

/ / PAC K AG I N G / /

Smiles Ahead

Woke!

Britebox

GOAT

Brightrends

Likebox

True Shine

ShineOn!

Brightline

SmileWave

SmileUp!

High Key

Looker

Icon Smiles

SAM

PLES

INSID

E!

T NEW BRIGH OLD!

AND B

EN D D D S TR

Inspiration from: http://www.refin-

S

BR

GHT ANID BONLEW D! DDS T REND

ery29.com/2016/05/107772/cool-words-slang-dictionary-popular-sayings#slide-29

/ / TAG L I N E S / /

Turning Heads with Top Dental Products Delivering the Brightest Ideas in Dentistry AU G

.17.S

AMP

LER

S


MOOD BOARD DE SI GNE D BY MOSS

/ / I N S P I R AT I O N : H E A DY / /

BRAND STUDY

HACKING ENGINEERING

A BRAND WITH A MIND FOR ENGINEERING’S FUTURE More than 50 schools all over the country are transforming engineering education using SD as the "magic ingredient" that got them from idea to reality. Find out more through a new network, HackingEngineering.

#7D5CC6

#747678

/ / C O N C E P T S : AG I L E / /

HACKING

MIND POWER

#HACKINGENGINEERING

ENGINEERING

COLLABORATION NEW THINKING DISRUPTION

#DA39AF

Get started using the free tools at hackingengineering.org/open16

HUMAN ELEMENT

BREAKING BARRIERS

/ / C O LO R : U N C O M M O N / /

/ / T Y P O G R A P H Y: B O L D / /

/ / I M AG E : D O I N G / /

/ / E N E R GY: B O U N D L E S S / /

POSITIVITY AGENT OF CHANGE

INNOVATION

THOUGHT LEADERSHIP

IS MORE THAN A BUZZWORD

INCLUSIVENESS NEW ENGINEERING RAISING THE BAR

/ / A LT M A R K / /

RETHINK ENGINEERING

REMAKE THE WORLD

/ / I C O N O G R A P H Y: F U N / /

// TEXTURE: REFINED //

MA DE I N C LEV ELA ND, USA / 2016


UNI V ERS CONCEPT D ES I GNED BY MOSS ©2018

BRAND BOARD

DESIGN EVERYWHERE

../DESIGN EVERYWHERE

is an open exploration. From nano-technology to artificial intelligence; from game design to social innovation; this podcast will explore a multitude of perspectives and

DISCOVER THE NEW REALITY OF DESIGN

processes in one of the most exciting and disrupting eras of design in history. Season One // Guided by Jonathan Morgan // Sponsored by Balance, Inc.

// TILE //

/ / TAG / PATC H / /

// MUG //

// TEE //

../DESIGN EVERYWHERE ™

../DESIGN EVERYWHERE

../DESIGN EVERYWHERE

DISCOVER THE NEW REALITY OF DESIGN

/ / C O LO R / /

This podcast explores the new reality of design. Where the mere definition of design

THE FRONT PORCH PEOPLE / / LIMITED EDITION

/ / I N S P I R AT I O N / /

/ / S PA R KS / /

#DESIGNEVERYWHERE #FRONTPORCHPEOPLE #BALANCEDESIGN #LETSTALKDESIGN #DESIGNVALUES #DESIGNMEANS


D E S I G N E D BY M O S S © 2 0 1 7

BRAND BUILD

PODCAST BRAND

/ / C O LO R / /

IN THIS SHOW, JAZZ MUSICIANS WILL LISTEN TO AND COMPARE DIFFERENT RENDITIONS OF A PIECE FROM THE GREAT AMERICAN SONGBOOK.

/ / P O D CAST T I L E / /

IN HIGH FIDELITY

‘JAZZ ON THE DIAL’ / / SW I N G & SWAG / /

DIVE IN AND EXPLORE DIFFERENT RENDITIONS OF A PIECE FROM THE GREAT AMERICAN SONGBOOK.

A “FRONT PORCH PEOPLE” CONVERSATION

/ / I M P R OV I SAT I O N / /

// ODD TIME METER //

#FRONTPORCHPEOPLE #JAZZCITY #HEARDTHATSONG #NEWPODCAST #JAZZHISTORY


Pixsi’s purposeful plan is to develop an integrated communications platform

MoodBoard5.0

that enables retailers and manufacturers to respond to the transformational change in consumer’s agile behavior and media consumption.

// COLOR // // TEES //

Scott Andrews

pixsi Plan, shop share. Together.™

C EO | PIX S I, LTD.

330.310.0601 s.andrews@pixsi.com

pixsi.com

// CARDS //

// SOCIAL //

// MOBILE // // WHEELS //


B R A N D B O A R D 1: A N E W M E D S PA

C O LO R

A RT / C R E AT I v E D I R E CT I O N : M O S S | P R E S E N T E D TO ST E v E N M A LC M A C h E R

P O S S I B L E TAg L I N E S :

power the new you more of you... anew open the door to anew.you anewmedspa.com

open the door to anew.you

discover you...again m e d s pa | c l e v e l a n d

dIsc O ve R Y OU. . . aG aIn

I N S P I R AT I O N / ST Y L E :

anew.you YOUR JOURNEY ANEW: Remember you? The one who never passes up a chance to learn something new... to take on change? At Anew Medspa, change is all about getting back to you. See yourself anew.

TExTuRES:

B R A N D “ M O O D ” B OA R D v 1 A N E W M E D S PA

©2014


DESIGNED BY MOSS | CONFIDENTIAL

VERSION 5

DMT > BRAND IDENTITY SYSTEM.V5

PA N TO N E 3 2 0

STAT I O N A RY

PA N TO N E 3 8 2

B A L LC A P D IS

NOTE: PLEASE REVIEW, PRINT AND APPROVE USE OF NEW PANTONE

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Laurie Colagio vanni VARIATIONS ON BADGE, SEALS & STICKERS

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©2014

PA N TO N E 4 3 2

COOL GREY 6


B R A N D B O A R D 1: P C R D

Center for Regional Development

c O LO R SYST E M

A RT / c R E AT I v E d I R E cT I O N : M O S S | B R A N d R E S E A R c h : T u c k E R | d E S I g N I d E AT I O N : R O M A N O

c A M PA I g N / P O S S I B I L I T I E S :

realign

redevelop

reimagine INfOgRAPhIc/EdgE:

I N S P I R AT I O N / ST Y L E :

collabCon2014

VoLUMe:14.3

Rethinking Regionalism... regions breaking beyond the big box

Center for Regional Development

Connecting the Brightest Collaborations in Regional Redevelopment & Placemaking TExTuRES: March 23-26, 2014 // indianapolis, Usa

www.collabcon14.com by lionel beaUlieU

CRD BRANd “MOOd” B OARd v1 P cRd

©2013


DESIGNED BY MOSS | CIRCA 2017

/ / LO G O C O N C E P T S / /

BRAND BUILD

EVENT BRANDING

/ / M E S SAG E / /

Presenting the LitWit™ Salon Series – a curiously interactive gameshow and gathering crafted for enthusiasts and newcomers to the world’s great literature. Haven’t read the book? No worries. LitWit™is your chance to celebrate amazing novels, with the producers of Novel Conversations, and explore their impact on film, fashion and popular culture of the era. Quizzes, Comedy, Libations & Prizes – and more!

/ / C O LO R / /

// THEME ELEMENTS //

THE INAUGURAL EVENT | JUNE 2017

Celebrating

The great

Gatsby A Salon Series Event & Experience from the Producers of Novel Conversations

/ / PAT T E R N & T E X T U R E / /

fgijlnopqrst

/ / M E TA / /

#frontporchpeople #getlitwitit #litwitevent #greatgatsby #roaringliterature


EXPERiEnCE BRanD BOaRD 3: mOUnTain LOUngE

mOOD & FEEL

Take ultra lounge sophistication and mix it with mountain cool lifestyle. imagine the feel of an resort lounge at the foot of an endless terrain. Ski powder. Capture the rich, clean, crisp surface and terrain — with a list of potential names as sure and clear as the air is pure. not forsake of soul, mountain lounge blends the spirit of “new Colorado” with the elemental essence of timeless Rocky mountain way. There is mystery, depth, purity, and newness in every taste. Picture a COLOR

package driven by Swiss design elegance, with a mod image that’s confident, but not overstated, stylish without trying too hard. Capture Colorado’s “terra mod” cool and high altitude state of mind: at home with the upwardly mobile, attractive, sensual, inspiring, and breathtaking brand.

SHaPE naming

ViSUaL inSPiRaTiOn

lift* elevation altitude* whitewater mogul* double diamond frost terra* blue line red line vessel* plateau seven falls anthem icon

HI GH ALTI TU DE

V O D K A H I G H A LT I T U D E

VO D K A HI GH ALTI TUD E

VO D K A

EXPERiEnCE BRanD BOaRD 3 10.03.07


PRODUCT DESIGN BOARD: EPIC VODKA v3 The first thermometers were called thermoscopes and while

DETAILS:

several inventors invented a version of the thermoscope at

Clear bottle. Silhouettes that reveal the liquor level. Vodka becomes a visual element of the overall design. In some cases resembling a lake, river or horizon line.

Bottle: Thai, Saborglass Oversized Cap. Matte deep-blue-black for EPIC Original. Chrome for EPIC Seasons.

the same time, Italian inventor Santorio Santorio was the

Epic Vodka high altitude vodka blends the finest spirits of Colorado Pure with the essence of timeless Rocky Mountain way. Climb higher. Drink Epic.

first inventor to put a numerical scale on the instrument. The thermometer as symbol represents the distilling process itself. And if we take the metaphor further, represents the degrees of one’s individual experience, as EPIC as they come. Cold, Hot, High, Low...it’s at the center of emotion, it’s what makes a memory last a lifetime.

Witness First Born

Kauii Copter Rider

Corporate Downsize

Climb Higher.

autumn

winter

Est.2007

Est.2007

Go Farther.

Ski Powder.

spring

summer

Est.2007

Est.2007

VODKA

Lose Virginity

Love Longer.

Run Faster.

Climb Higher. H I G H E L E V AT I O N

VODK A

H I G H E L E V AT I O N

H I G H E L E V AT I O N

H I G H E L E V AT I O N

VODK A

VODK A

VODK A

VODK A

750ML. 40% ALC. BY VOL. 80 PROOF

750ML. 40% ALC. BY VOL. 80 PROOF

750ML. 40% ALC. BY VOL. 80 PROOF

750ML. 40% ALC. BY VOL. 80 PROOF

COLORS

EPIC Original

Hand Crafted in DENVER, COLORADO 750ML. 40% ALC. BY VOL. 80 PROOF

EPIC Seasons

3

Messages/Info:

Climb higher. Go Farther. Ski Powder. Run Faster. Love Longer. For a life that’s EPIC. EPIC Original is pure and classic,

straight up (shown at left). And EPIC offers and family of flavors as a monument to experience, new traditions — celebrating EPIC days and nights with the seasons. (shown above)

PRODCUT DESIGN BOARD 3 11.30.07 © 2007 Nead Brand Partners. All rights reserved.


B R A N D B O A R D 1: T R E N D E N T I S T R Y

Our Mission:

C O LO R

the newest, most progressive dental media brand in the nation, Trendentistry® inspires a new A RT / C R E AT I v E D I R E C T I O N : M O S S | D E S I g N R E S E A R C h : C O R C O R A N / T u C K E R | ST R AT E g Y: S Av R A N S K Y

breed of innovative and creative thought leaders — actively inventing the future of dentistry. With engaging narratives as informative as they are entertaining, Trendentistry® motivates readers to think beyond traditional boundaries, move proactively, and above all, embrace change.

B R A N D M A R K / LO g O ST u D I E S :

{td } L E A D T H E W AY .

I N S P I R AT I O N / ST Y L E :

HOT/TECH = Accessories!

future//14 Forecasts From the Field >> >> >> >> >>

What is trending in dentistry? Who are the innovators? Where are the hottest practices? Why is color so important? Where are new services leading?

TExTuRES:

// BOLD sPaces = Here to Stay! B R AND “ M OOD ” BOA RD v 2 T R E ND E NT IST RY

©20 13


Dental Exchange > Brand Identity Specs 3-CLR STACKED + DOMAIN

PRIMARY COLORS

3-CLR STANDARD PANTONE 7702 CP

PROCESS BLACK

PANTONE 584 CP

PANTONE 583 CP

PANTONE GRAY 9

t h e d e n ta L e x C h a n g e .C o M

ACCENT COLORS FONTS > SOURCE SANS PRO

3-CLR HORIZONTAL LIGHT

PANTONE 702 CP

PANTONE 7576 CP

PANTONE 493 CP

PANTONE 134 CP

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*() REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

INVERTED ON GRAY

SEMIBOLD

1-COLOR MARK ONLY

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*() SEMIBOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&*()

©2014

NOTE: PRINTABLE ON 8.5” X 14” SIZE PAPER


SURFACE & TEXTURE

EXPERIENCE BRAND BOARD: TYLER VILLAGE

Graystone isn’t really in the real estate business. No, you are in the business of building lifestyles. Supporting tenants and encouraging growth. This is all about Tyler Village and the raw elements that make it real. This Tyler is the balanced intersection of home, work, and the “third place” — all in one epic campus.

TYLER

VISUAL INSPIRATION

village

COLOR

KEYWORDS

diverse creative organic pioneers urban active vibrant central connected risk-takers start-ups thinkers entrepreneurs community EXPERIENCE BRAND BOARD v5 T YLER VILLAGE

04.08.10 © 2 009, 2 010


DESIGNED BY MOSS | CONFIDENTIAL

V3

RUTH & PERRYS > BRAND IDENTITY

A Favorite of America’s Top Culinary Stars & Award-Winning Chefs Worldwide

PRIMARY BRANDMARK

SECONDARY - 1-CLR

SECONDARY INVERSE

BRAND POSITIONING

Find Our Authentic Artistry @ ruthandperrys.com ©2014


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