Flavio Carvalho

Moasis

Moasis is a 6-year-old start-up headquartered in San Francisco with patented technology for a tool that has redefined how businesses reach mobile consumers. The biggest challenge for this project is that this current industry—mobile advertising—is very active with a lot of people making broad claims about their capabilities. Brand and service language used by Moasis has quickly been adopted by competitors, blocking Moasis from true differentiation in the market, at Method we created a Visual Identity and positioning that set Moasis apart from the competition.

Deliverables

Brand Identity, Art Direction, Guidelines

Moasis by Flavio Carvalho
Moasis by Flavio Carvalho

The duality between technology and people is the foundation for the services that Moasis provides its customers, after running a visual workshop based on their brand values, we looked at scientific exploration for inspiration to reinforce the differentiators of their brand.

Moasis by Flavio Carvalho
Moasis by Flavio Carvalho

Their previous identity was a combination of a multi color – abstract shapes –  wordmark and symbol. Starting from a existing typeface we did a few changes to make it unique, preserving readability and reduction with a modern look and feel.

Moasis by Flavio Carvalho

When doing research about how the new representation of the grid could be, we did a field trip to the Exploratorium Museum and the Public Library in San Francisco. At the Museum we came across a magnetic experiment which served as the inspiration for the grid, meaning the notion that a certain concentration of the target is in movement on the grid. That implies how dynamic the system is, and how accurate could be your targeting.
Bellow, is a moodboard of illustrations that were the inspiration for the illustration style, and how to visually represent the shape in the grid.

Moasis by Flavio Carvalho
Moasis by Flavio Carvalho

Based on the new Moasis wordmark we created the shapes that would represent the different targets on the grid.

Moasis by Flavio Carvalho
Moasis by Flavio Carvalho
Moasis by Flavio Carvalho

I used Cinema 4D to explore and simulate the movements of the shapes on the grid, we noticed that different shapes, reacted differently when applying the same forces. We concentrated on the notion of movement to inspire a design and interaction concept that is generative, reinforcing their identity and service as a real-time solution.

Moasis by Flavio Carvalho

We were still missing the dimensionality on the grid. Another important aspect was to create a differentiation in terms of colors from the competitors. Based on the thermal map books and diagrams, we decided to create a system of gradients that highlights the core areas of concentration on the grid.
That not only helped adding the missing layer of dimension but also created a unique color palete by combining multiple colors in gradients.

Moasis by Flavio Carvalho
Moasis by Flavio Carvalho
Moasis by Flavio Carvalho
Moasis by Flavio Carvalho
Moasis by Flavio Carvalho
Moasis by Flavio Carvalho

To ensure that we had a live and generative identity we developed a tool that creates all the different shapes moving on the grid. The tool also allow the client to choose between the different shapes and colors sets, being able to export then as vector files.

Moasis by Flavio Carvalho

Creative Direction: Áthila Armstrong, Flavio Carvalho
Strategy: Patrick Newbery
Design Technologist Tim Meador
Interaction Designer: Shivanjali Tomar
Design / Art Direction: Flavio Carvalho
Graphic Design: Joanne Ong
Client Service: Adriana Fracchia

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Contact
Feel free to reach at +1 (416) 820 3076 or send me an email at mail@flaviomcarvalho.com