A clear brand identity for Moon Lists, applied through an ongoing series of custom journals exhibiting diverse approaches to book design and printing, has charted the brand’s evolution from personal project to a dedicated community united around tools for self-reflection.
The Moon Wheel
As Leigh Patterson began to define the concept for Moon Lists, a series of guided journals designed to inspire different ways of thinking, she partnered with us to brand her personal project that would go on to garner a dedicated community. Beginning with a logo reflecting the generous form of the project’s namesake, we developed an identity that encompassed the structured, thoughtful and archival nature of Leigh’s intention, situating it within a visual language drawn from the rich history of record-keeping and archival imagery.
Beginning with the first edition of Moon Lists, published by Penguin Random House in 2019, we designed a series of physical guided journals that borrowing from the look and feel of ‘70s scholastic textbooks and scientific workbooks in their materials, binding, and sticker labels, conveying the intent of the book as an object for daily use. Accompanying the books we developed printed tools, such as an analogue Moon Wheel tool made from thick paper cardstock wheels connected by a metal brad to offer simple prompts for reflection.
Three self-published subsequent volumes have since followed, building on the project’s original intent. Each enabled experimentation with divergent approaches to print production, including a limited-edition linen-bound hardcover book for Moon Lists, Volume III printed on soft white 80T Mohawk Eggshell stock. and hand-bound by Sorella Studios in Los Angeles. Sought-after and fast sold-out, the Moon Lists have united a digital community around an analogue tool, attesting to the enduring cultural resonance of thoughtfully designed objects for contemplation and personal growth.