Moloco
Brand & Website Refresh
Moloco is an advertising technology company, specializing in creating machine learning and AI products that optimize campaign strategies across their expanding ad network. They hope to break through the walled gardens created by tech giants and fully harness the power of the open internet for their clients. After 10 years in business and a valuation of over $1.5 Billion, Moloco enlisted my help to mature their brand from “Start-Up” to “Enterprise.”
To have a look through the live site, you can visit moloco.com
My role: Designer, Creative Director
Building Blocks
Moloco wanted to keep the building blocks of their original brand (font, brand colors, logo), while evolving how they are used. I was able to achieve a much more sophisticated brand by updating a few key details like typography, color usage, imagery, and iconography.
Starting with the hero visual, I swapped the simple illustration with a sleek 3D animation of a neural mesh. The typeface is the same as the original, but I’ve strengthened the visual hierarchy by using point size to differentiate the headlines, and using heavier weighted fonts more sparingly. By treating the typography with a lighter hand, the designs show the restraint of a more confident brand. Likewise, I’ve used an extremely limited color palette to stabilize the design, and better control the user’s eye.
Original
Refreshed
Iconography
Moloco felt their icon style was too juvenile for their brand, and added unnecessary complexity. So, I created a system for flexible icon assets that felt ownable to Moloco, which was carried out across a set of 95 icons (and growing).
Original
Refreshed
Photography
Moloco did not have an established photography style yet. Since the refreshed designs lean heavily into the monochromatic blue palette, I saw this as a great opportunity to more subtly incorporate some of their secondary brand colors like orange and green.
View the full site at moloco.com
Partners:
JJ Gray— Marketing Director, Moloco
Nathan Reuss— CEO, Carpe Diem
Lysandre Lavoie— Designer, Carpe Diem
Xing Wei— Designer, Carpe Diem