Creative Director · Designer
These personas were developed as ways of illustrating how each path is a reflection of the journey of each unique member.
It does a beautiful job of feeling friendly but slightly academic, almost like the Moss identity serves as an encyclopedia of creativity or a study of the process.
We wanted an icon that feels familiar, and isn’t tied to a specific aesthetic or era, but also speaks to the idea of growth.
We wanted something that preserved a certain visual hierarchy regardless of the density of the composition or saturation of the images.
There’s also something quite calming about the white space.
Boston-based studio Regrets Only created a new identity for MoMA Members centered around a continuous path motif that symbolizes each member’s unique journey through the museum. The design uses MoMA Sans, dynamic typography, and a nuanced color palette to balance MoMA’s legacy with a fresh, personal approach. Animated paths and playful layouts bring movement and individuality to the membership brand.
Boston-based studio Regrets Only created a calm, atmospheric identity for Moss, a collaborative workflow tool. The design uses a monochromatic palette, collage imagery, and a budding plant logo to symbolize creativity and growth. Typefaces Gascogne Serial and Lab Grotesque balance narrative warmth with functional clarity, reflecting Moss’s digital yet human-centered ethos.