Moss Club
Agency / Client: Glimpse
Brief: Design a ‘secret nature club’ for busy people, and help mobilise the shift towards a culture that slows down and connects more deeply with the more-than-human
Are you overwhelmed, burned out, always ‘on’, trying to do too much, sick of the system, caught in the productivity trap, suffering from capitalist fatigue and generally over the grind…?
Then take a leaf out of nature’s book. Be more tree, ‘like a moss’, less busy more bee, because nature doesn’t rush, and neither will we.
Working closely with Glimpse founder and ECD, the inspiring James Turner, we created Moss Club: an emerging community of practice which remedies the current system’s hyper-individualistic, materialistic, mechanised lifestyles through radical slowness and nature connection, encouraging a way of being which is both kinder to ourselves and the planet.
Radical slowness inspired by nature invites us to shift our perspective to one of deep, geological time or the lifespan of sequoias.
Through the lens of mythology, spirituality and cultural strategy, Moss Club guides the shift towards a society which slows down and connects more deeply with nature - whilst sending out a call for system change.
I wanted Moss Club to punch through what is expected of ‘nature connection’ projects, with something more playful, joyful and radical, and something which could hack busy lives. Inspired by biomimicry I developed art direction, experience design and copy, alongside tone of voice and strategy for the project, which ran as a pilot for the nature-curious creative community.
After the pilot’s successful germination we will soon be sending out spores for the next season. In the meantime, please visit Glimpse’s brilliant Agency For Nature, which channels the Moss Club thinking and aesthetic, and on which I was a thought partner.
