I worked closely with Moon founder, Matthew Pearson, to develop a distinctive consumer brand. When Matthew first came to me he didn't have a name for the company, so I worked with him on naming. The selected name, Moon, is meant to evoke evenings outside under the moon and stars.

I also worked with Matthew to develop the tagline, "Overland. Under Stars." This is a nod to "overlanding": self-reliant, long-distance travel through mostly remote areas.

I crafted custom lettering for Moon. Rather than depicting a typical cratered moon or crescent moon, I designed a logo symbol of a planet and a moon, since every moon orbits a planet.

I also created a secondary logo symbol, featured in the typographic lockup, that depicts five moon phases