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MOD Pizza Brand Book

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Do great work for people who do good. That’s the Moses motto. And honestly it made us the perfect fit when we met MOD Pizza. The Seattle based-brand had been quickly building a savory pie empire across the country with idea of “simple food for complex times.” But at their core, the fast casual concept of build-your-own pizza and salads was just a means to an end. The real goal, as founders Scott and Ally Svenson explained to us, was to make the world a better place.

Giving back to local charities, giving jobs to those who needed a fresh start, and ultimately giving the community a way to connect – these were essential to the MOD mission. But sometimes big ideas are hard to fit into small packages, so MOD turned to Moses to help them illustrate and encapsulate the MOD brand into a single book: The Big Book of MOD.




The brand book would need to highlight the unique individuality of MOD and its employees (aka MODsters) while also serving as a guide to learning the ins and outs of the company.  We would use bold graphics, imagery, and quotes that would not only immediately drive home the MOD mentality but also reinvent the outdated stigma of traditional brand books. Every page would be different. Every word and image would serve a purpose. This wouldn’t another orientation takeaway you threw in the trash, it would be a motivational poster on steroids.




To make this look like the real deal, we ditched the stock photography and corporate jargon. Instead, we opted for creative type fonts, conversational copy, and images of real MOD employees – piercings, tattoos, and all – to convey MOD’s rock n’ roll aesthetic. The book broke down the brand’s origins and core values in an easy-to-digest layout while also encouraging employees to embrace the freedom to be themselves.

It was informative and informal, eye-catching and soul-searching – it was what every brand book should be. As a final touch, we left the founders’ favorite Dr. Seuss quote on the opening page: “Why fit in when you were born to stand out?” We couldn’t agree more.