Morot & Co visual identity
2019-2022
I designed and maintained the entire visual identity and created assets, workflows and documentation. Ongoing collaboration with marketing, business developers and copy writers.
I designed the brand identity when Morot & Co was started in 2019 and have been responsible for its evolution until I left in 2022. In addition to assets and workflows I have also been responsible for quality control and handled the coordination of freelance designers and copy writers.
In our early workshops, we defined the brand values as values “playful, new thinking, picky, curious and charitable” and those are still valid. The visual identity circles a lot around the point where playfulness and exclusiveness meets.
One way to emphasize that we want to be open and charitable is to use open space and obruse angles. I try to avoid anything sharp. Large bright spaces are matched with colorful backgrounds that has been carefully chosen to fit our color palette.
