MoMA design Store
Project: Brand language development
Client: MoMA Design Store (Global)
Role: Creative Director
Working with a cross-functional team of designers, writers, curators, and brand managers I developed, defined, and articulated new brand messaging, brand voice, and tone across MoMA Design Store’s communications.
This included the development of the brand narrative itself, a new tagline, headlines, and an accompanying Brand Voice Style Guide for the marketing team, freelancers, and vendors.
The Brand Voice Style Guide I created included a detailed description of how the brand voice operates across a range of different media, with a particular emphasis on product copy and social media, to ensure consistency of voice across all MoMA Design Store channels.
The brand language refresh contributed towards an increase in sales revenue by 40% over the twelve months following its deployment.