Branding
A successful brand supports a transmedia campaign. We wanted a fully integrated experience from beginning to end so we looked at all aspects of the brand system.
We designed it not only as an identity but looked at how it would sound and move.

Is it?
During our research we learned about the tension at this stage in the tweens lives. We adopted the idea of this oppositional tension to influence our process and help us develop the brand philosophy.

The brand characteristics of Mobo grew out of these contrasts. We asked ourselves is it organic or artificial? Is it man-made or natural? Is it magical or real? Is it both? This was the question that lead us to the brand tagline “Is it?” We determined that the best way to approach the brand was to create a mystery.

This brand strategy was then designed and modified per medium to best utilize the unique aspects of the medium in which it was being presented.The branding team consisted of five people. Each person explored these contrasts and created a visual response which included motion studies, logo iterations, imagery, sound, color, illustrations, packagin and web comps. From these initial visual studies we were able
to combine the different elements into an overall brand strategy.