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Mauve & Moss
Brand Foundation, Branding, Campaign Planning and Advertising
Mauve & Moss is a conceptual brand which produces paint that can be recoloured digitally in real time.
The brief for this project was to create concept for a product, then develop the branding. This included a style guide, print collateral, a phone application UI design and a guerrilla campaign.
Creative Rationale
Coming up with the concept of Mauve & Moss involved researching what the target market should be. Because this is aimed at young creatives, it was important to cater towards their interests. From this initial research, the name Mauve & Moss was created, as many stylish brands break up their name with an ampersand. Looking at the colour wheel, two tones that were opposite each other were picked for some juxtaposition, and used alliteration for harmony.
With further research, I decided for a niche brand like Mauve & Moss it was important to incorporate some visuals which would suggest the industry, yet it was important that it would not end up looking like every other paint company. To avoid this, the colour pallet was chosen to be muted tones and modern yet funky fonts were picked.
Guerrilla Campaign - Paint the Town Red
To make make the campaign really pop, it was important to develop a guerrilla campaign which would attract the target demographic. Young creatives being the target market meant I would need to develop an event which would be advertised across social media platforms such as Instagram and TikTok, to encourage people to visit. Inspired by Sydney’s “Vivid”, a light show across Sydney’s city displaying artworks across buildings using projectors and lights, the idea of painting a street with this paint arose. Picking a main street, this company would paint the buildings and put on a show, having the paint colour changing every few seconds to make a disco-like exhibit. Using Adobe Photoshop, I created a GIF to visualise this concept. I also used ChatGPT’s Sora to conceptualise what the social media posts could look like, again using Photoshop to put the image into a mockup. The tagline was inspired by the popular expression “paint the town red”, updated by dragging the sentence on with all the possible colours you can change the paint to.
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Mauve & Moss
Brand Foundation, Branding, Campaign Planning and Advertising
Mauve & Moss is a conceptual brand which produces paint that can be recoloured digitally in real time.
The brief for this project was to create concept for a product, then develop the branding. This included a style guide, print collateral, a phone application UI design and a guerrilla campaign.
Creative Rationale
Coming up with the concept of Mauve & Moss involved researching what the target market should be. Because this is aimed at young creatives, it was important to cater towards their interests. From this initial research, the name Mauve & Moss was created, as many stylish brands break up their name with an ampersand. Looking at the colour wheel, two tones that were opposite each other were picked for some juxtaposition, and used alliteration for harmony.
With further research, I decided for a niche brand like Mauve & Moss it was important to incorporate some visuals which would suggest the industry, yet it was important that it would not end up looking like every other paint company. To avoid this, the colour pallet was chosen to be muted tones and modern yet funky fonts were picked.
Guerrilla Campaign - Paint the Town Red
To make make the campaign really pop, it was important to develop a guerrilla campaign which would attract the target demographic. Young creatives being the target market meant I would need to develop an event which would be advertised across social media platforms such as Instagram and TikTok, to encourage people to visit. Inspired by Sydney’s “Vivid”, a light show across Sydney’s city displaying artworks across buildings using projectors and lights, the idea of painting a street with this paint arose. Picking a main street, this company would paint the buildings and put on a show, having the paint colour changing every few seconds to make a disco-like exhibit. Using Adobe Photoshop, I created a GIF to visualise this concept. I also used ChatGPT’s Sora to conceptualise what the social media posts could look like, again using Photoshop to put the image into a mockup. The tagline was inspired by the popular expression “paint the town red”, updated by dragging the sentence on with all the possible colours you can change the paint to.
Return
Mauve & Moss
Brand Foundation, Branding, Campaign Planning and Advertising
Mauve & Moss is a conceptual brand which produces paint that can be recoloured digitally in real time.
The brief for this project was to create concept for a product, then develop the branding. This included a style guide, print collateral, a phone application UI design and a guerrilla campaign.
Creative Rationale
Coming up with the concept of Mauve & Moss involved researching what the target market should be. Because this is aimed at young creatives, it was important to cater towards their interests. From this initial research, the name Mauve & Moss was created, as many stylish brands break up their name with an ampersand. Looking at the colour wheel, two tones that were opposite each other were picked for some juxtaposition, and used alliteration for harmony.
With further research, I decided for a niche brand like Mauve & Moss it was important to incorporate some visuals which would suggest the industry, yet it was important that it would not end up looking like every other paint company. To avoid this, the colour pallet was chosen to be muted tones and modern yet funky fonts were picked.
Guerrilla Campaign - Paint the Town Red
To make make the campaign really pop, it was important to develop a guerrilla campaign which would attract the target demographic. Young creatives being the target market meant I would need to develop an event which would be advertised across social media platforms such as Instagram and TikTok, to encourage people to visit. Inspired by Sydney’s “Vivid”, a light show across Sydney’s city displaying artworks across buildings using projectors and lights, the idea of painting a street with this paint arose. Picking a main street, this company would paint the buildings and put on a show, having the paint colour changing every few seconds to make a disco-like exhibit. Using Adobe Photoshop, I created a GIF to visualise this concept. I also used ChatGPT’s Sora to conceptualise what the social media posts could look like, again using Photoshop to put the image into a mockup. The tagline was inspired by the popular expression “paint the town red”, updated by dragging the sentence on with all the possible colours you can change the paint to.
