MOO Art Direction
MOO | 2024 | Brand system
The brief.
Photography is a cornerstone of MOO's brand identity. As part of the 2024 brand refresh, we set out to evolve its art direction, moving beyond the functional conventions of the print category.
The idea.
We developed a three-tier photography system, each with a distinct creative purpose: celebrating product details, building contextual narratives and capturing the people behind the products. Together, the tiers create a flexible visual language that balances craft, personality and storytelling.
My role.
I developed the art direction system in collaboration with MOO's creative leadership team and worked closely with our in-house photographers to bring it to life.
Since its introduction, I've been responsible for embedding the system across the brand, ensuring our photography and visual output remain consistent, distinctive and true to our creative standards.
Since its introduction, I've been responsible for embedding the system across the brand, ensuring our photography and visual output remain consistent, distinctive and true to our creative standards.
Role
Art Direction
Art Direction
Team
Photography: Chynna Guyat, Rob Wilson
Photography: Chynna Guyat, Rob Wilson
Tier 1: Product only
Great products deserve the spotlight. This tier celebrates MOO's premium quality through striking compositions, playful perspectives and considered details.
With the product as the sole focus, we use unexpected angles, colour and lighting to make the familiar feel extraordinary.
With the product as the sole focus, we use unexpected angles, colour and lighting to make the familiar feel extraordinary.
Tier 2: Product & context
Here, products become part of a bigger picture. Through playful styling, carefully curated props and considered environments, we create visual worlds that give each product a sense of purpose and personality.
Every detail helps build the story, while keeping the product firmly in the spotlight.
Every detail helps build the story, while keeping the product firmly in the spotlight.
Tier 3: Product & customer
This tier puts people at the heart of the story. We capture customers in their own worlds, celebrating the personalities, environments and moments that make their businesses unique.
Through natural interactions and authentic expressions, we bring warmth and humanity to the brand, with MOO products playing a supporting role.
Through natural interactions and authentic expressions, we bring warmth and humanity to the brand, with MOO products playing a supporting role.
The three tiers became the foundation of MOO's photography guidelines, creating a consistent yet flexible approach to art direction across the brand.
