Moss, Inc., a premier provider and manufacturer of tension fabric for exhibits, retail event branding and sports venues and events, engaged with Capsule in the strategic planning and refinement of its overall brand family. Cluttered with a disjointed brand strategy and identity, Moss’ parent brand and sub brands needed to simplify their approach and family hierarchy.
Capsule designed a brand identity for the corporate brand, then stepped through a hierarchy exploration to determine how the selected identity would apply to each of the product brands. After the selected direction was chosen, Capsule created a comprehensive system design to communicate the difference between the corporate and product brands.
The result was a more clear, consistent brand identity and communications strategy. Moss was set up to be more successful building one strong brand going forward yet still able to flex to each industry they served.