Moen Pros Identity

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What if Moen's professional business segment had it's own identity?

Overview:
A conceptual identity was born after I challenged Moen's brand team with an effort to distinguish Moen's primary instagram account, @moeninc, with their pro instagram account @moenpros. Based on the professional plumber audience, I built out a Moen Pros logo, introduced a new headline typeface, website concept, and paid ads.