Cristina Abigail Ribeiro
All work

09. MOXY

MOXY brand

Designing and leading the studio's full brand: logo, illustration, motion, merchandise and web, one system across every touchpoint.

Client
MOXY
Role
Brand & Design Lead
Sector
Brand & digital
Year
2018
MOXY

Impact at a glance

+60%
Inbound leads
2×
Average project size
1
System, every touchpoint

01. Context

The studio was doing strategic work but looked like a small production shop. I took ownership of the rebrand end to end, from positioning to the last business card.

02. The problem

Perception limited the deals the team could win. The brand said nothing about the ambition or the quality of the work behind it.

Business goal

Attract bigger clients and raise average deal size.

Customer goal

“Recognise a partner who understands my business, not just my brief.”

03. Insights

  1. 01

    Prospects judged capability within seconds of the first visit.

  2. 02

    Case studies talked about outputs, never outcomes.

  3. 03

    A studio brand lives everywhere at once: proposals, merchandise, social, web. Inconsistency in any one of them broke the spell.

04. Strategy

Step 1

Position

Defined a clear point of view before any visual work, so every design decision had a reason.

Step 2

Express

Built an identity with motion at its core: a living logo, a custom illustration language and a bold, confident palette.

Step 3

Prove

Rewrote case studies around results and carried the system into merchandise, stationery and the website.

A living logo, motion at the core of the brand
A living logo, motion at the core of the brand
The logo lockup on the brand's two lead colours
The logo lockup on the brand's two lead colours
The colour system, dark blue, vivid blue and fresh red
The colour system, dark blue, vivid blue and fresh red
Typography, the Volte family from light to bold
Typography, the Volte family from light to bold
Impossible forms, the illustration concept behind the brand's character
Impossible forms, the illustration concept behind the brand's character

05. Key decisions

Bold motion identity

Trade-offHigher production cost, unmistakable recognition.

One system, not a logo

Trade-offSlower to build, but the brand stayed coherent from a business card to a full website.

Illustration as a voice

Trade-offA custom language to maintain, but the studio stopped looking like everyone else.

06. Outcome

The new positioning opened conversations with larger clients and longer engagements, and gave the team a brand they were proud to put on everything.

What I learned

“Visual identity is strategy made visible. Leading a brand means protecting the idea in every small touchpoint, not just the launch.”

Next case

From Digital Presence to a Connected B2B Marketplace