The desktop—home to work as we know it. First introduced nearly 40 years ago, it was born out of a metaphor for the office: a space to store files and folders. Little has changed since.

But what if your work was never meant for the cubicle? What if your process doesn’t fit neatly into a box but, rather, demands thinking outside of one?

Enter Moss, a workflow tool as fluid as creativity itself—where you can organize, experiment, and iterate all in one place. If file folders are cubicles, Moss is the open floor plan.

Our opportunity was to create an identity that doesn’t just communicate what Moss is and does, but speaks to visual thinkers on their terms.

To do this, we developed a system where composition, type and imagery work together to form narrative vignettes. Varied and flexible, these layouts are inspired by the spontaneous nature of the creative process. Proximity, contrast, iteration and flow aren’t just compositional notions, they’re natural benefits of a workspace designed to cultivate creativity.

Not unlike ideation, the identity exists in the tension between obscurity and clarity—part collection of screengrabs, part encyclopedia of inspiration. All part of the process.

Caleb Halter, Mimi Jiao and Laurel Warner (Regrets Only). Nick Miller and Aiden Symes (Moss). In-app icons by Max Guther and additional photo illustrations by Zak Jensen.