Your moat is human connection.
Today, everything can be copied - except how you make people feel.
We build brands that last.
At Moat, company building is in our DNA.
We've built, scaled, and exited companies, so we know how brand fits into the bigger picture and drives performance.
We learned what many founders realise too late: brand isn’t decoration. It’s differentiation. It drives margin, attracts talent, and builds real connections with the people who matter most.
We started Moat to bring that power in earlier, and to help ambitious founders use brand the way we always wanted to: clear, strategic, and core to the business from day one.
The result? Brands that are built to move and designed to scale. Always impossible to ignore.
Johanna Dahlroos
Co-Founder and Creative Director
Johanna is a proven brand & product builder with a decade of experience with startups like Honeypot and giants like Mercedes-Benz. Her design work has directly fuelled Hypofriend's rapid market expansion and contributed to Honeypot's successful exit. Delivering exceptional branding and product experiences across the full spectrum of visual design.
Johanna builds brands that drive organic growth and dominate markets. Her background spanning various industries enables her to create solutions that satisfy both user needs and stakeholder expectations.
Her expertise extends beyond brand & product into conference organisation, video production, and GtM, positioning her as a valuable advisor to startups navigating growth challenges.
Emma Tracey
Co-Founder and CEO
Emma is a former journalist and serial entrepreneur. She founded her first company at 23 and had her first exit at 31. As CEO of Moat, she leverages her experiences as a founder and investor to help other founders solve strategic brand problems and craft perfect stories.
The red thread throughout her career has been brand-building and leveraging organic channels for growth. Emma also owns and operates Cult.Repo, a popular YouTube channel creating open source content for developers, and organises tech conferences, such as Local-First Conf.
The Team
We’re a boutique studio, but we don’t work alone. We collaborate with trusted freelance partners we’ve built strong relationships with over time, bringing them in as projects demand. It keeps us nimble while upholding the standards we’re known for.
In the Press
"What really sets Moat apart is not only the end result (which is excellent) but also the process. It was fun throughout the collaboration, we had fruitful conversations, and they really took time to engage with the team to find the best solutions."
Chrstian Witte