PROJECT: VISUAL IDENTITY
CLIENT: MOOSE KNUCKLES
AGENCY: MATTE PROJECTS
ROLE: ASSOCIATE CREATIVE DIRECTORCaleb helped lead the brand refresh for Moose Knuckles, with the challenge of refining and pushing forward a more polished and uniformed look that can act as a base for their future growth. Previously, their brand Identity had been scattered across forgotten docs, email threads, and piles of miss-matched PDFs. Through the course of this project, we reimagined their art direction across social, ecomm and editorial, refined the logo suite + type treatment, rewrote the copy and tone-of-voice principles, and developed a clear strategy to tie it all together.





CREATIVE AUDIT

A crucial step In the process was an In-depth and comprehensive audit of their current creative across ecomm, campaign, editorial, and more. This review process helped build a clear understanding of the existing strengths and weaknesses of the brands existing approach and stylistic leanings. 

Additionaly research was extended to the closest competitors of the bran, and those findings were Incorporated to build a clear picture of the current landscape.



ART DIRECTION

From the creative audit, the clear result was that their art direction was needing a deeper refresh, and realignment. Over the years it had fallen into cliches, and drifted away from the brand ethos and attitude they intended. In aligment with the new brand strategy and tone of voice, the art direction required a full rebuild from the ground up. This approach would encompass both ecomm, as well as editorial, social and campaign.



DESIGN + LAYOUT

Building from nearly a blank slate, we developed guides and systems to direct their design, layout, type, logos, color correction and more. Ensuring global cohesion as the brand sought to grow, careful work was taken to ensure the visual Identity system would allow for scale and growth.




EXECUTION

Bringing it all together in a scalable way, while still ensuring a clear and ownable design POV was key. The art direction and design system worked hand In hand across the brands sub-brands and product lines to deliver that goal.




RESULT

8 months later, the result is already clear, and the art direction across their socials is the proof.

Additionally, their follower count has since risen 3%+ and climbing, reversing a noticable decline prior to the brand refresh.