Moshi is a 20+ year-old IP that has origins in online gaming (think Neopets). The IP had been acquired by a startup product to serve as a children's sleep aid app in 2018, with meditations, stories and songs. Moshi contracted a design agency to execute the rebrand shortly before I started my role there. The agency did a fantastic job with the information they were provided, but some of the assets/direction they created (especially the social media graphics) still weren't quite hitting the mark, especially as Moshi developed goals of establishing itself in the kids gaming space once more. The digital and print communications materials needed consistent feature and design updates, and Moshi for Schools also needed a fresh look.
Moshi's graphics use tone-on-tone hues and hand-drawn doodles to accent branded messages. During my first week on the job, I changed three of the original colors in the brand guidelines in order to mesh better with the other colors in the brand family. I also started developing my own set of doodles and social media templates to provide brand consistency and flexibility while ensuring that designs are relevant to the context of the content. I also moved away from using gradient backgrounds so that text is more legible and the content is overall more accessible. Now that the product is a child-led experience with the introduction of Moshi PLAY, I revamped graphics to incorporate more Moshi world characters and artwork. I also worked closely with the CRM manager and product team to share graphics and assets to promote consistency. I helped develop several custom branded email layouts, as well as a whole new look for the app's product page and featured content for Google Play and the Apple App Store. I also designed landing pages and fine-tuned website design decisions.
Since I've rebranded the Moshi look and establish a set brand direction, Moshi's social accounts have seen wild success. Social engagement has increased by 80% and audience growth has increased by 43% in the first 6 months following the rebrand. Between me and my Junior Designer, pretty much all of Moshi's print and digital assets have been redesigned, including the brand guidelines, social media post templates, social media banners, emails, blog headers, doodle iconography, app icon, app store assets, web pages, pitch decks, and partnership materials.
