Moth Projects
design. Andrew van der Westhuyzen
02-07-2012
client. moth projects
medium. identity print
collaborations. design. Mitchell Brown
link. www.mothprojects.com
The visual identity for film & production studio Moth Projects, helmed by Australian director Jeffrey Darling and Sarah Blair, was concieved through extensive research into the brand name: investigating the nature of moths, their habits and origins.
Aside from the literal reference, MOTH is also an acronym for it's sister company Map Of The Heart. Inherent relationships between the labels helped to establish a common thought process in representing the brand. Most notable relationships included the chaotic flight path of the common moth — how it resembled old-world star maps, as well as the visual similarity to the intricate coronary paths passing through the heart. Maps revealed a variety of possibilities in recording and presenting these journeys.
The resulting visual language for the Moth logotype, a 'digital swarm', promotes the concept of journey and use of technologically innovative ways for representing that movement. We employed classical engraving across stationary for its ability to execute fine detail with great tactility, as well as presenting Moth as advocates of quality, history and innovation.
