MOCA Brand Identity Project

MOCA is an independent global advertising and branding agency built on the foundation of clarity, emotion, and modern design sensibility.

This identity project was rooted in expressing MOCA’s unique position, balancing rational thinking with emotional storytelling. The result is a brand that doesn’t overstate itself, but rather invites attention through quiet confidence, timeless visuals, and empathetic nuance.

The brand system is designed to reflect MOCA’s forward-thinking approach and belief in shaping culture through creative excellence.

🔗 Related MOCA web development work

Position MOCA as a global creative agency with emotional intelligence

Build a modular and scalable visual system across digital, print, and physical spaces

Achieve a look and feel that is understated yet memorable

Align the brand with modern creative values: empathy, clarity, and timelessness

At the heart of MOCA’s identity is a philosophy of intentional minimalism.

We employed:

These choices communicate a sense of calm clarity, mirroring MOCA’s commitment to craft, intelligence, and empathy.

🔁 The most distinct feature is the modified “O” a subtle curve that resembles a smile or an open gesture. This single form softens the grid-like structure and introduces human warmth into the identity an embodiment of MOCA’s belief: Creativity begins with connection.

We crafted a typographic hierarchy using:

Switzer for headlines: contemporary and structured

Helvetica Neue for body: neutral and timeless

Combined, the typography ensures both clarity and adaptability, capable of expanding across global communication needs.

The color palette spans five tones from Obsidian Night to Pale Dawn, designed to maintain legibility while supporting multiple physical and digital applications. Each color was chosen for its ability to complement content without overpowering it.

The visual identity was applied across various mediums:

Merchandise (tote bags, badges, hats)

Throughout all applications, we preserved the brand’s DNA:

Consistent typographic rhythm

Centered, calm compositions

Spacious layouts to let content breathe

This design restraint gives prominence to people, ideas, and creative content, not just the brand.

While many creative agencies chase loud visuals, MOCA chose quiet design with purpose.

Our strategic insight stemmed from a recurring pattern in the industry: agencies overexpressing identity to appear relevant, often sacrificing coherence.

MOCA wanted the opposite.

We pursued a brand that:

Influenced by modernist design roots, we adopted a design ethos of:

Clarity of structure

Purposeful restraint

Humanized minimalism

The final identity is both global and personal, designed to attract clients and collaborators who believe that emotion is the strongest form of strategy.