january 30, 2023

MAU
the cat cult

mau

the cat cult

MAU
the cat cult

mau

the cat cult

MAU
the cat cult

mau

the cat cult

"Embrace the wisdom of the eternal feline - where shadows whisper secrets, and devotion to Mau’s grace reveals a truth beyond the veil."

"Embrace the wisdom of the eternal feline - where shadows whisper secrets, and devotion to Mau’s grace reveals a truth beyond the veil."

"Embrace the wisdom of the eternal feline - where shadows whisper secrets, and devotion to Mau’s grace reveals a truth beyond the veil."

JUMP TO DESIGN
JUMP TO DESIGN
JUMP TO DESIGN

Year

2023

Client

case study

Category

advertising / branding

Product Duration

7 weeks
challenge
challenge
challenge

We were tasked with creating a comprehensive hoax brand, involving branding, advertising, product design, and video production to make the brand believable and engaging.

goal
goal
goal

The primary objective was to capitalize on people's love for cats and their psychological susceptibility to create a compelling narrative that would entice them to join Mau: The Cat Cult, blending humor and mystique to capture interest.

solution
solution
solution

Utilized a diverse skill set including animation, graphic design, photography, videography, and illustration to develop a convincing and immersive hoax brand. This involved crafting detailed visuals, engaging videos, and persuasive product designs that together formed a cohesive and believable brand.

logo development

The Mau logo was designed to evoke the imagery of a sacred shrine, symbolizing the reverence and devotion that is felt towards the brand. The initial design, however, did not effectively convey this sense of reverence and felt too whimsical due to its bubbly typography and flat texture. To rectify this, I incorporated textural elements using a custom brush to imbue the logo with a sense of ominous grandeur and replaced the original typography with a bespoke typeface that better reflects the seriousness of the brand's message.

the deities of mau
The Guiding Principles of Mau
Each deity represents different aspects of life's journey and reminds us to strive for harmony and balance in all things. By dedicating themselves to these gods, members of Mau are reminded to cultivate joy, accept the impermanence of life, and seek out opportunities for success.
LIXI The Goddess of Happiness

Problem: Life’s beating you down? Therapy’s slow, “time heals” is a lie.

Solution: Worship Lixi. Joy isn’t earned - it’s claimed.

The Mau Guarantee: Sadness is optional. Happiness is mandatory.

KOROS The God of Morality

Problem: Bosses, deadlines, life’s chaos eating your soul?

Solution: Koros transforms fury into focus.

The Mau Truth: Anger is energy - waste it, or weaponize it.

FUMO The God of Fortune

Problem: Money stress? Luck never on your side?

Solution: Worship Fumo. Fortune isn’t random - it’s ritual.

The Mau Rule: Want less. Manifest more.

creative process journal

This journal is a chronicle of the creative process behind the creation of Mau - from initial concept development to final execution. It documents the research, design decisions, and brand architecture that established Mau’s identity as a symbol of balance and harmony.

Inside, you’ll find:

  • The development of Mau’s core principles and mythology

  • Product and service design rationales

  • Key iterations and refinements throughout the process

Inside, you’ll find:

  • The development of Mau’s core principles and mythology

  • Product and service design rationales

  • Key iterations and refinements throughout the process

Inside, you’ll find:

  • The development of Mau’s core principles and mythology

  • Product and service design rationales

  • Key iterations and refinements throughout the process

Inside, you’ll find:

  • The development of Mau’s core principles and mythology

  • Product and service design rationales

  • Key iterations and refinements throughout the process

This record demonstrates the approach taken to create a cohesive, meaningful brand experience. Below are a few pages from my journal, created in Adobe Indesign.

DOWNLOAD JOURNAL
DOWNLOAD JOURNAL
DOWNLOAD JOURNAL
three Services
rings

Xi, Ko, and Mo rings symbolize devotion to the gods, channeling their spiritual energy as wearable reminders of Mau’s principles.

Tarot

Personalized readings blend Mau’s divine teachings with tarot tradition, offering clarity and guidance tailored to each member.

rituals

Guided practices align members with Lixi, Koros, and Fumo’s teachings, fostering community and reinforcing balance and harmony.

three videos

XI•KO•MO


xi•ko•mo are the 3 powerful rings that represent each deity of Mau. These rings bring the wearer happiness, better control of their emotions and good fortune. These rings are Mau's symbols of faith. This video is an intricate presentation that showcases the creation of these three omnipotent pieces of jewellery, known as the Rings of Mau. It introduces 'zï', an object imbued with the gods essence that is used to charge Xi•ko•mo.


XI•KO•MO


xi•ko•mo are the 3 powerful rings that represent each deity of Mau. These rings bring the wearer happiness, better control of their emotions and good fortune. These rings are Mau's symbols of faith. This video is an intricate presentation that showcases the creation of these three omnipotent pieces of jewellery, known as the Rings of Mau. It introduces 'zï', an object imbued with the gods essence that is used to charge Xi•ko•mo.


XI•KO•MO


xi•ko•mo are the 3 powerful rings that represent each deity of Mau. These rings bring the wearer happiness, better control of their emotions and good fortune. These rings are Mau's symbols of faith. This video is an intricate presentation that showcases the creation of these three omnipotent pieces of jewellery, known as the Rings of Mau. It introduces 'zï', an object imbued with the gods essence that is used to charge Xi•ko•mo.


XI•KO•MO


xi•ko•mo are the 3 powerful rings that represent each deity of Mau. These rings bring the wearer happiness, better control of their emotions and good fortune. These rings are Mau's symbols of faith. This video is an intricate presentation that showcases the creation of these three omnipotent pieces of jewellery, known as the Rings of Mau. It introduces 'zï', an object imbued with the gods essence that is used to charge Xi•ko•mo.


DAWN OF MEOWTH


The Dawn of Meowth is a narrative that follows the infamous tarot card reader Mr Meowth, who is rumoured to be a clairvoyant. He uses his ability to predict the future and saves lives in the process. On the night of 'the incident' involving 6 deaths, he was approached by the obscure group of cat worshippers that identify as Mau. He accepts the invitation and now provides readings exclusive to Mau members.


DAWN OF MEOWTH


The Dawn of Meowth is a narrative that follows the infamous tarot card reader Mr Meowth, who is rumoured to be a clairvoyant. He uses his ability to predict the future and saves lives in the process. On the night of 'the incident' involving 6 deaths, he was approached by the obscure group of cat worshippers that identify as Mau. He accepts the invitation and now provides readings exclusive to Mau members.


DAWN OF MEOWTH


The Dawn of Meowth is a narrative that follows the infamous tarot card reader Mr Meowth, who is rumoured to be a clairvoyant. He uses his ability to predict the future and saves lives in the process. On the night of 'the incident' involving 6 deaths, he was approached by the obscure group of cat worshippers that identify as Mau. He accepts the invitation and now provides readings exclusive to Mau members.


DAWN OF MEOWTH


The Dawn of Meowth is a narrative that follows the infamous tarot card reader Mr Meowth, who is rumoured to be a clairvoyant. He uses his ability to predict the future and saves lives in the process. On the night of 'the incident' involving 6 deaths, he was approached by the obscure group of cat worshippers that identify as Mau. He accepts the invitation and now provides readings exclusive to Mau members.


CASE XXV


The MAU gods have long dwelled in the lives of many who possess the plush - a black knitted cat doll that is greatly believed to bestow fortune and happiness to their owners. Case XXV is a long-lost file containing ancient footage of a MAU recruitment ceremony that was found hidden in a MAU plush. Although the video quality looks severely deteriorated due to old age, the entire congregation process was documented distinctly, showing how a MAU ritual was done and how the plush could help summon the powers of their mighty gods.

CASE XXV


The MAU gods have long dwelled in the lives of many who possess the plush - a black knitted cat doll that is greatly believed to bestow fortune and happiness to their owners. Case XXV is a long-lost file containing ancient footage of a MAU recruitment ceremony that was found hidden in a MAU plush. Although the video quality looks severely deteriorated due to old age, the entire congregation process was documented distinctly, showing how a MAU ritual was done and how the plush could help summon the powers of their mighty gods.

CASE XXV


The MAU gods have long dwelled in the lives of many who possess the plush - a black knitted cat doll that is greatly believed to bestow fortune and happiness to their owners. Case XXV is a long-lost file containing ancient footage of a MAU recruitment ceremony that was found hidden in a MAU plush. Although the video quality looks severely deteriorated due to old age, the entire congregation process was documented distinctly, showing how a MAU ritual was done and how the plush could help summon the powers of their mighty gods.

CASE XXV


The MAU gods have long dwelled in the lives of many who possess the plush - a black knitted cat doll that is greatly believed to bestow fortune and happiness to their owners. Case XXV is a long-lost file containing ancient footage of a MAU recruitment ceremony that was found hidden in a MAU plush. Although the video quality looks severely deteriorated due to old age, the entire congregation process was documented distinctly, showing how a MAU ritual was done and how the plush could help summon the powers of their mighty gods.

  • More Work More Work

MONEY.ME

UI / UX / Design

MONEY.ME

UI / UX / Design

MONEY.ME

UI / UX / Design

Certis SDB

advertising / branding

Certis SDB

advertising / branding

Certis SDB

advertising / branding

Let'S WORK

TOGETHER

CONTACT NOW

BASED IN singapore,

available worldwide.

creative designer

+ experience maker

AN INNOVATIVE DESIGNER AND DIGITAL ARTIST. MY PASSION FOR MINIMALIST AESTHETICS, ELEGANT TYPOGRAPHY, AND
INTUITIVE DESIGN IS EVIDENT IN MY WORK.
Instagram
Linkedin

Let'S WORK

TOGETHER

CONTACT NOW

BASED IN singapore,

available worldwide.

creative designer

+ experience maker

AN INNOVATIVE DESIGNER AND DIGITAL ARTIST. MY PASSION FOR MINIMALIST AESTHETICS, ELEGANT TYPOGRAPHY, AND
INTUITIVE DESIGN IS EVIDENT IN MY WORK.
Instagram
Linkedin

Let'S WORK

TOGETHER

CONTACT NOW

BASED IN singapore,

available worldwide.

creative designer

+ experience maker

BASED IN USA, I AM AN INNOVATIVE DESIGNER AND DIGITAL ARTIST. MY PASSION FOR MINIMALIST AESTHETICS, ELEGANT TYPOGRAPHY, AND INTUITIVE DESIGN IS EVIDENT IN MY WORK.
Instagram
Linkedin
CONTACT NOW
Instagram
Linkedin

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