Caleb Halter

These personas were developed as ways of illustrating how each path is a reflection of the journey of each unique member.

It does a beautiful job of feeling friendly but slightly academic, almost like the Moss identity serves as an encyclopedia of creativity or a study of the process.

We wanted an icon that feels familiar, and isn’t tied to a specific aesthetic or era, but also speaks to the idea of growth.

We wanted something that preserved a certain visual hierarchy regardless of the density of the composition or saturation of the images.

There’s also something quite calming about the white space.

The original logo was one of my favourite parts of the original branding, so it was really a case of not fixing what wasn’t broken, and instead using the spirit and charm of that aesthetic to guide the rest of the work.

It was hugely important to re-use as much as we could from an identity perspective and not impose anything extraneous when we already had such a strong foundation of elements to build on.

Originally all of that source material was just on a single slide meant to brief us on the work, but it became immediately clear that that was the work.

Most of the stamps were generated from iPhone photos!

Because the graphics are all so nostalgic, it was important for our photography to feel very current so that in tandem you have a sort of past-present-future takeaway.