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StartUp/MoveUp Morris:

Innovation Destination​


Brand Development 

Brand Identity

Web Design

Environment Graphics


Morris County, NJ is one of the economically productive counties in the country creating over $50 billion gross regional product. The StartUp/MoveUp initiative identifies multiple areas throughout the county to welcome new innovative start-ups to the region with resources and support. They also assist existing ventures and growing entities to move-up and expand here in the region.


The Morris County Economic Development Corporation has a business strategy to open flexible work spaces and partner with existing co-working environments in the area. They needed a dynamic brand system to identity the initiative throughout the county and its varied partnership situations.


Strategy Studio decided on a dynamic approach to the identity system, building a typographical system around a ubiquitous icon for innovation, the light bulb. Using one typographic style and the lightbulb symbol as the system’s constants, the variety in compositions allow for the system to accommodate virtually any town, organization or name to be incorporated without diminishing the recognition value of the initiative.

Favorite Detail:

The asymmetry of the different compositions of the logo is our favorite detail. It appeals to our modern sensibility.

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