Moray was a two day branding and identity task given to me by a boss at Palador. It seems when you take away the aspect of having ample time to explore and iterate in a project like this, what you create very early on matters the most. And in a certain light, that restriction motivates me to be even more creative. Without even knowing exactly what the product was, I was told it would play 3 key roles:

  1. Be exclusive for high profile individuals
  2. Facilitate a communication platform
  3. Be secure and trustworthy

I started by focusing on a topic I don’t know a lot about, security. I tackled this first by applying it to something I’m very passionate about, nature. So I began researching different forms of security found in the natural world. I was quickly lead below the surface of the ocean, down where the moray eel lives protected, inside the crevice of a reef. The reef is sometimes so remote that it hosts species completely unique to the reef it’s self. With enough metaphors to run with, Moray was conceived.


Sometimes in the wild, the moray eel will be waiting inside it’s crevice, watching fish swim by. Many of which it doesn’t want to eat, but a few look tasty. Leaving it’s home alerts all of it’s predators that it’s feeding time, so it stays put until it’s ready to eat. This is, unless the grouper fish swims by the moray eel, turns it’s head a few times, and invites the eel to come hunting. Disguised in a school of grouper, a mutual partnership develops and both parties reap the benefits. I thought this was unique and quite an amazing form of communication between two exclusive species. So I deemed it appropriate to name the communication tool, Moray Grouper.


Finally, I needed to address the issue of security. High profile individuals don’t trust just any old platform with their sensitive information. I wanted to compare this aspect to the reef hosting completely exclusive species, being remote, and protecting the animals that live there. Using .reef two step authentication, the user confirms their identity using their unique fingerprint, allowing them access when signing in on a secondary device.


It felt really good to take the methodologies that I use and apply it to an area of design I haven’t really had a chance to explore professionally. I like the concept of thinking about identity versus just a logo and I really look forward to more projects like this.