images ©Apartment One
When we first met with founder Tracey Stewart, she expressed a desire for Moomah to be a space that would encourage creativity and connection between parents, children, and friends. A place where imagination and wonder would reign. We sought to develop an organic, dynamic brand language to translate Tracey’s vision for a multigenerational collaborative space into a memorable brand.
We first looked to identify the essence of Moomah and simplified it into four core values: connect, create, discover, and nourish. We then developed a robust visual brand language that would convey those ideals, designing variations of the logo with everyday objects that represented each value.
We pushed the boundaries of traditional identity development by extending the brand’s identity beyond the logo and name and creating an ownable graphic vernacular that encapsulated the whimsy, wonder, and heart of the brand.