Regrets Only’s atmospheric identity system for Moss reflects the infinite potential of creativity

Looking to flip the experience of collaborative digital working on its head, Moss is a workflow tool that allows multiple users to effortlessly share their work with one another, in a single virtual environment. Allowing the creative process to flow easily without having to re-export files, dig around for lost folders, Moss is looking to change the game, and required an identity to similarly match their creative attitude and graphic confidence. Turning to Boston-based creative studio Regrets Only, the resulting atmospheric identity translates Moss’ pioneering attitude with a cool, calm and collected tone; using a dynamic combination of familiar digital ephemera and Moss’ own UI to achieve as much. Compiling a flexible visual system inspired by the creative process, the identity makes use of engaging visual narratives constructed from collaged and curated imagery to convey the benefits of collaborative workspaces. These visual narratives are supported by Gascogne Serial and Lab Grotesque as Regrets Only’s choice of typefaces, providing a balance between composure and eclecticism. With Lab Grotesque serving a more functional role in the identity, Regrets Only’s Caleb Halter tells us that Gascogne Serial has a more narrative function of reflecting the theme of creativity. “It does a beautiful job of feeling friendly but slightly academic,” Halter explains, “almost like the Moss identity serves as an encyclopedia of creativity or a study of the process.”