Ollie Bielby-Smith

  1. Barnardo’s
  2. Vacherin
  3. Moa Technology
  4. FDM


  5. Play    


  6. Typefaces

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Moa Technology

To solve one of the world’s biggest challenges, think small.



Moa, an agricultural biotech firm spun out of Oxford University is on a mission to revolutionise the field. In just five years, it has identified around 60 new modes of action – the molecules which define how herbicides work – setting the stage for a new generation of herbicides that promise to be both more effective and environmentally harmless. Our brief was to drive this vital work forward with a fresh new brand that helps it stand out and attract the investment needed to enter its next stage of growth.

The team developed a visual identity and tone of voice that’s grounded in the solution while highlighting the lasting impact Moa’s innovations will have on people and communities around the world. We retained the existing logo and built from there. Its circular shapes inspired a fresh visual language that mirrors the company’s methodical approach to product development—compound by compound, product by product, field by field, with unwavering precision and accuracy.
The imagery style is designed to tell Moa’s story in an ordered and structured way to again reflect how it operates. The layered photographs seamlessly marry the precision aspect of the work it does with the grand scale of its impact. And by making farmers an essential part of the brand story, we made sure the work felt grounded, showing the real, tangible impact the organisation has on agriculture and the people behind it—a connection that’s often missed in this field.

We worked alongside Hambly Freeman to bring this brand to life through their website.

















STUDIOThe Clearing
TEAMPete Dewar
Jonathan Hubbard
Piyush Aggarwal
Amanda Kubale
Ollie Bielby-Smith
Alexandre Courbat
Sophie Martin

Hambly FreemanCREATIVE DIRECTOR (LANGUAGE)
CREATIVE DIRECTOR
STRATEGY DIRECTOR
MANAGING DIRECTOR
DESIGNER + MOTION
WRITER
ACCOUNT MANAGER

WEB DEVELOPMENT