Moss
Improving Lives, Building the Future.
WHAT WE DID
Brand architecturePositioningVerbal identityCampaignPhotographyFilmWebsiteCareers platformEventsInternal communications
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A family company founded by Bob Moss and his sons Scott and Chad. By the time we arrived it was a billion dollar contractor running two fundamentally different businesses across five markets.
All of it was presented under one brand that had never been asked to hold that much.
Externally, their reputation barely travelled outside their own industry. Clients knew them, the wider market did not. Internally, there was little dialogue and less recognition for the people who put the buildings up.
Underneath both sat the structural one. Vertical construction and solar EPC are different businesses with different buyers, different cycles and different proof. Five geographic markets and eleven project types hung off them. Nothing said how any of it related.
A building is a commodity outcome. The only thing a client cannot get elsewhere is who builds it, and what it is for.
Working from Sinek's infinite game, we took the leadership team through it and landed on Improving Lives, Building the Future.
Not a tagline applied to the top of a website. A structural claim, placed high enough that two unrelated businesses and five markets could inherit from it without ever needing a brand of their own.
The Just Cause sits at the top. The two expertise lines carry their own proof beneath it. The five markets inherit from whichever line they serve.
Creating is what an agency does. Building is what these people do, with their hands, in the heat. The claim had to belong to the workforce before it could mean anything to a client, and it had to be true of a solar field in Hawai'i as well as a tower in Miami.
That is the test we apply to every architecture decision: does the word survive contact with the furthest corner of the business? If a line only works for the flagship, it is a campaign, not a structure. It survived. It is now on the hoardings, in the recruiting films, on the careers platform and across five market pages.
Yes, we built this put photographs of Moss workers on the hoardings of the buildings they had raised. Faces of Moss put those same people in a studio and let them talk about the work. Estimators, superintendents, field crews. Not actors. Not stock.
We took it into the web. A site organised by the two expertise lines and the five markets, with the Just Cause carried as the through line rather than repeated as a tagline.
The projects index headline reads Projects that improve lives and build the future. The careers platform runs on the films. The events programme carries the same idea into the room.
Leadership sessions on the infinite game land Improving Lives, Building the Future as the idea everything descends from.
Two expertise lines, five markets, eleven project types, arranged so no market ever needs a sub brand.
One word changed beneath the mark, tested against the furthest corner of the business.
Moss workers photographed and placed on the hoardings of the buildings they raised.
One hundred employees, one hour each, on camera. The recruiting platform is built on the footage.
The architecture becomes navigation: two lines, five markets, one through line.
Campaigns, site, recruiting platform and events all now descend from the structure.
Moss did not buy a campaign. They bought a structure.
Unmatched creativity, passion and charisma.
