Moxie Sozo frequently works with start-up businesses, seeking to break into a competitive marketplace. Many of these ventures succeed and flourish, while others fail to secure funding and disappear almost overnight. Wilde & Greene was one of those companies. Borne on the promise of featuring upscale, eco-friendly and recycled products, Wilde & Greene sought to become a key player in the rapidly growing ‘earth-friendly’ market category. They needed a website that would differentiate them from the myriad of other eco-boutiques. Moxie Sozo gained key consumer insights by working with focus groups and conducting extensive interviews before embarking on the brand-development process. The final website was very well received at the consumer level, but the company failed to secure additional investment before the concept could gain traction.