MOO Print LTD. London. England. August 2010 – May 2014
Design and artwork for vertically targeted marketing materials. Development of creative and graphic guidelines; branding, typography, illustration, photography, packaging design, icons, web design and information design. Design and art direction of adverts for lifestyle magazines and other publications. (Oh Comely, Mollie Makes, Retail Minded, Spotlight, Actors Yearbook). Design of re-targeting flash banners and bespoke icons for responsive mobile apps. Design and art direction for international tradeshows; ambiance, event booth, roll-up banners, event magazines and goodie-bags. (SXSW, Hello Etsy, Great British Business Show, The Business Show, Holiday Gift Guide Show, Edinburgh Fringe, Digital Shoreditch, InMan, HOW, Silicon Milkround). Interior design for moo HQ London, Providence and Boston offices. Conceptualization, interior design and visual merchandising for moo pop-up shop in Boxpark, Shoreditch, London.
Art Direction, Advertising, Layout
Marketing campaign targeting crafters and Etsy sellers in both UK and US. The moo advert is still running in Oh Comely Magazine and is one of the most successful adverts to date. The advert was made both as a single and a double page version alongside a direct mail postcard to targeted high profile Etsy sellers. Postcards distributed at Hello Etsy event in Berlin and and San Francisco.
Illustration, Character Design
Remember that game you used to play as a kid when you drew a head on a piece of paper, folded the paper over, passed it to your friend, your friend drew the body, then folded again and yet another friend drew the legs, without knowing what the rest of the body parts looked like? Those figures always ended up as very strange and quite funny. I was inspired by the game, but also by the flash cards children use to learn their first words. I wanted to encourage creativity and playing.
Art Direction, Illustration, Layout
A marketing mail-out from moo to creative agencies in the UK and US. The idea is to catch attention and engage, as well as introducing the rounded corner card and showcase the print and paper quality. Referencing the CMYK values used in the colour combination. Creating something different, something you actually keep and use. Let’s play!
During the time I was Creative Director at MOO, there were two designers producing the majority of output, including original templates for customers to customise, custom illustrations and lettering for products, packaging, and advertising/marketing needs (ads, clothing, giveaways, etc.), and physical compositions photographed for ads and other purposes.
Jovanna was one of those two designers, and her attention to detail, creativity, and incredible work ethic meant that I never had to explain an idea or concept twice, and projects were always collaborative from start to finish. Jovanna always brings her ideas to every project, and she has a quiet confidence that makes it easy to trust that the work will be done right, and on time.
Designer, photographer, author, speaker // Brand, UI, UX, physical + digital products, and the web.
February 16, 2014, Dan managed Jovanna directly.
Boxpark Pop-Up Shop
Art Direction, Signage, Interior
Whilst many shops are closing down, leaving the high-street empty and switching to the ever so popular e-commerce – moo decided to do the opposite. Stepping out of the online world and into the real world. Recreating the digital website in a physical format, a web-shop you could actually go into. With shelves acting as browse windows, roller blinds turned in to drop-down menus and slideshows. A jar filled with chocolate chip cookies, for those who accept cookies! The friendly staff acts as both customer service and the check-out payment process. Welcome to step into the digital realm!
Branding, Typography, Graphic Design