Excerpt from Moss’ Mission Statement: What We’re Here to Do
It starts with a wall. One side is yours. The other side isn’t. It’s easy to think that the two sides aren’t connected. But they are. By that wall. It’s the thing that makes spaces separate and shared. That wall is everywhere. On sidewalks. In subways. Even the line at the corner deli where we get our roast beef on rye. When we show you a space, we’re not just showing you the space on your side of the wall. We’re showing you something we share. Something the wall makes you part of. Something we think is worth taking care of. By recycling. By reusing. By reducing. By reconsidering how we buy and sell the environment we live in. And own. And share.
For their 2008 re-launch, Moss Real Estate Group needed to show New York that they had a progressive, green, global vision that people could identify with. We re-wrote the voice they use on their signs and their web site to sound like a smart friend, not an amalgamation of corporate interests. The verbal and visual language needed to combine nature with technology, to show Moss understands the balance between the buildings they sell and the planet that supports them. Soon after their new signs went up around the city, Moss reported a three-hundred percent increase in call-response.
Client: Moss Real Estate Group
Skills: Concept | Brand Strategy | Writing | Visual Design | Brand Guidelines | Digital Design | Signage Systems