Building a brand that’s greater than the sum of its parts.

Brand System

The brand positioning, Infrastructure for Innovators, is represented through a visual system of building blocks. The system is dynamic and changes size to adapt to the content.

Carta believes in innovators—and every big, beautiful, hard-fought idea they’re determined to bring to this world. So we built a brand that speaks to their ambition.

Website

Mococo worked closely with Carta’s product, editorial and people teams to rethink the website, from global navigation to page structure. As the main extension of Carta’s brand, the site visuals and headlines focused on innovator stories – centering each accomplishment with the person behind the company. Additionally, detailed illustrations and clear CTAs grounded page orientation and gave guidance to Carta’s portfolio of products.

Product UI details are isolated to their core feature. This feature is given focus with color, photography or a line treatment. The brand and extended web palette are used within product UI, and strokes are used sparingly to reduce any visual weight.

Team and Collaborators

Strategy

Gabrielle Muse
Ted Makarewicz
Lucy Shafer

Design

Martin Grasser
Taylor Givens
Lilly Archer
Uan Jiang
Gen Ramirez
Zrinka Buljubašić
Miguel Contreras Cruz

Motion Design

James Heredia
Aimee Belke

UI/UX

Annalisa Swank
Phil Jang

Copy

Riley Kane

Operations

Maya Shetty

Brand System

The brand positioning, Infrastructure for innovators, is represented through a visual system of building blocks. The system is dynamic and changes size to adapt to the content.

Website

Mococo worked closely with Carta’s product, editorial and people teams to rethink the website, from global navigation to page structure. As the main extension of Carta’s brand, the site visuals and headlines focused on innovator stories – centering each accomplishment with the person behind the company. Additionally, detailed illustrations and clear CTAs grounded page orientation and gave guidance to Carta’s portfolio of products.

Product UI details are isolated to their core feature. This feature is given focus with color, photography or a line treatment. The brand and extended web palette are used within product UI, and strokes are used sparingly to reduce any visual weight.