Enquiring Minds – Moffitt.Moffitt.
With a sense of enquiry propelling a vibrant design vocabulary, creative agency Moffitt.Moffitt. has built a roster of iconic clients at the forefront of their field. Inherent in its approach is extending an invitation to robust discussion and a shared emphasis on learning.
As identical twins, there is much that is mirrored about Andrew and Mark Moffitt, from their appearance to the floor plan of their Sydney studio, a perfectly symmetrical bolthole conceived by DesignOffice. In their work as creative strategists, however, the two step boldly forward, assembling viewpoints from disparate sources to add nuance and shade to a project. “Our inspiration extends beyond the world of design,” Andrew emphasises. “We value the contribution that art, travel and new experiences make to our work. Design is a continuous process of exploring what exists around us so when faced with creative challenges we’re better equipped to unlock the answers waiting inside us.”
“Our work is founded on ideas rather than execution,” Mark adds. “We execute to a higher standard, of course, but the throughline is that we always ground something in ideas. Therefore, if anyone asks us, ‘Why did you design that?’, we always have the insight to inform our work.” The fruits of this unfolding enquiry are infused into the work Moffitt.Moffitt. does with iconic Australian brands, from Atlassian to Country Road.
It is a source of pride that they’ve never subscribed to a singular school of thought; even as teenagers, the brothers from Sydney’s Sutherland Shire delighted in playing rugby one day and immersing themselves in an art gallery the next. Art and design have proven to be enduring touchpoints, and although they began their careers working at different creative agencies – rebranding two airlines and all the major banks between them – going into business together was always part of the game plan.
Since forming Moffitt.Moffitt. almost 12 years ago, they’ve become known for a robust creative vocabulary that matches clients who are leaders in their field. “We’re very thoughtful when it comes to our clients, but we really do share our opinions. The majority of architects who we’ve worked with appreciate when someone else comes into the room and challenges them constructively or gives their opinion on the direction of their brand. There are architects we forge strong relationships with because we have a robust conversation with them about what should happen, why it should happen and how it should happen,” Andrew explains.
Recent work in this space includes the ideation and execution of a complete brand positioning for new architecture practice EM BE CE; establishing an identity framework for the forthcoming Atlassian Central tower, soon to be the world’s tallest hybrid timber building; and a bespoke sustainability platform to galvanise thought and action at brick manufacturer Brickworks.
Increasingly, Moffitt.Moffitt.’s expertise is sought out to address a need for environmental and social sustainability, and they help companies navigate the path to greater governance with sensitivity and authenticity. Providing an external sounding board encourages clients to test ideas and share stories of sustainability, both externally and – equally important – within their own organisation, Mark says. Vitalised through a new lens, these stories are then imbued with a greater capacity for meaningful and committed action with a long-term view. The outcome might sit anywhere on a spectrum from a comprehensive shift in a brand’s positioning to the implementation of waste-saving design systems, as Moffitt.Moffitt. spearheaded for Country Road. “We approach things from a widespread strategic point of view, and we also deeply consider a seemingly minor feature that actually becomes a massive sustainability angle in a very tangible way,” Mark explains.
It harkens back to that broad sense of enquiry; a continuous questioning of the status quo. “We facilitate a process floating there already,” Andrew says. “We say that our job is not to tell you who you are, it’s actually just to listen and then define it in a way that you feel is yours.”
