For their 2008 re-launch, Moss Real Estate Group needed to show New York that they had a progressive, green, global vision that people could identify with. We re-wrote the voice they use on their signs and their web site to sound like a smart friend, not an amalgamation of corporate interests. We gave them a logo that feels organic and spontaneous, and a system of colors, illustrations, and fonts. The visual language needed to combine nature with technology, to show Moss understands the balance between the buildings they sell and the planet that supports them.
We designed their system to radiate the warmth and humanity that’s usually lacking in real estate. To help them get the mix just right, we delivered guidelines and executions for Brand Strategy, Verbal Tone, and Visual Identity.
Soon after their new signs went up around the city, Moss reported a three-hundred percent increase in call-response. Now New Yorkers know there’s a real estate brokerage that has the vision and desire to help make the world a better place.
I think the world's finally realizing it's a bad idea to throw out design with the mass-advertising bathwater. - 2 weeks ago