BRAND STRATEGY / IDENTITY
A brand strategy and visual identity exploring culture, movement and creative expression.
Brand Designer
Individual Project
Adobe CC / Figma
2025
ABOUT
MOVA was developed as a sister brand to my personal identity. While my portfolio represents me as an individual designer, MOVA explores how the same visual language can scale into a multidisciplinary creative agency. Rather than creating an unrelated agency identity, I wanted to demonstrate how one visual system could evolve into multiple connected brands while maintaining consistency.
THE CHALLENGE
Many creative studios focus on either visual branding or event experiences, leaving a disconnect between digital and physical brand interactions. The challenge was to create a brand identity that communicates creativity, professionalism and emotional connection while presenting MOVA as a studio that seamlessly combines both worlds.
VISUAL DIRECTION
The visual direction explored contrast, texture, fashion imagery, editorial composition and a darker creative tone to shape the identity of MOVA.
Selected supporting imagery generated using ChatGPT (OpenAI).
RESEARCH
Audience research helped identify key behaviours, preferences and expectations, informing the strategic direction and visual identity of MOVA.
1. Portfolio quality & creativity
3. Trustworthiness
2. Innovation & uniqueness
4. Emotional/memorable experiences
AUDIENCE
Emma represents a creative professional looking for a studio that combines strategy, originality and emotional connection.
Persona image generated using ChatGPT (OpenAI).
VALUES
Creativity
Trust
Curiosity
Quality
LOOKING FOR
Strong creative direction
Memorable experiences
Digital and physical thinking
Collaborative partnership
FRUSTRATIONS
Generic agency solutions
Trend-led work
Impersonal experiences
Lack of originality
DECISION DRIVERS
Portfolio quality
Creativity
Innovation
Trust
TARGET AUDIENCE
MOVA is designed for culturally engaged, visually driven people who value creativity, authenticity and contemporary expression.
VISUAL IDENTITY
The visual identity translates MOVA's strategy into a bold and contemporary system, combining typography, colour and graphic elements to create a distinctive and flexible brand.
BRAND APPLICATION
The MOVA identity was applied across a range of touchpoints, creating a consistent brand experience throughout the customer journey.
Awareness touchpoints introduce MOVA to its audience through visually distinctive brand applications designed to capture attention and build recognition.
Interaction touchpoints encourage audiences to actively engage with MOVA, creating opportunities to explore the brand, connect with its content and build a stronger relationship with the identity.
Connection touchpoints strengthen the relationship between MOVA and its audience, creating a sense of community and encouraging ongoing engagement with the brand.
REFLECTION
Developing MOVA taught me that building a brand goes far beyond creating visuals. Strategy, research, positioning and emotional intention all played an important role in shaping the identity. Defining MOVA's purpose, values and tone of voice gave me a clear foundation for making creative decisions throughout the project. One of my biggest challenges was maintaining consistency across such a large project. Returning to MOVA's core direction of being bold, expressive and human helped me create a clear thread across the visual identity and touchpoints. I am particularly proud of the tone of voice and identity, which helped the brand feel authentic, distinctive and emotionally engaging. If I continued the project, I would explore motion design further and develop additional touchpoints to create a richer brand experience. Overall, MOVA strengthened my understanding of branding as both a strategic and emotional process, supported by research, consistent design and meaningful storytelling. I think this length is much better for your portfolio. It still shows your thinking and learning, but it doesn't feel like the visitor has suddenly reached an essay at the bottom of the page.