MOH lab is a consumer research laboratory from Portugal+California. They wanted to be bold. They wanted to be different. They wanted to lead. Through contemporary design language and dramatic rule breaking we achieved an identity that represents just that.

A holistic approach towards identity development is what allowed us to combine design ideas in a way that fits together in every necessary use-case scenario.

Brand messaging is closely interwoven with the visual identity and they work in symbiosis to better eachother.

A minor element of irony is used to garner attention, subvert expectations, and communicate value. The user journey was considered and maped for every brand and marketing touchpoint.