I facilitated design sprint activities with company founders on brand strategy to create language that communicates their mission, vision, and positioning. I built brand strategy pillars to guide the founders toward making value real for customers.

I then created a new brand direction imbued with the aforementioned principles, and developed design standards to ensure the new brand could be consistently applied in any outward materials.

The new logo leverages the same basic elements as the original logo - a circle and the letter ‘m’. Inspired by Saul Bass, I sought to leverage negative space to abstract the form, toward a more scalable and memorable mark.

To imbue the logo with our brand pillars I considered the idea of energy storage. How could I contain the organic and flowing curves of the ‘M’, in a more rigid, trustworthy container? The repeating arches of the ‘m’ are also reminiscent of the rounded edges of stacked batteries in Moment’s energy solutions.

Moment had trouble with customers placing trust in them. The young and recently graduated founders hid their faces to masquerade as an older team in an industry that trusts tenure and decades of experience.

I created a web experience that champions the founders youth as disruptors in the field, while exuding reliability by leveraging photography of real and successful product deployments.