PIETRO FORINO

HyperLab

Medium
Branding
Role
Art Director and Digital Designer
Year
2023
Deliverables
Renewing the identity of the HyperCreativeHub architecture studio so as to emphasize its digital and futuristic soul.
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For the rebranding of HyperLab, a Milan-based design agency, we aimed to craft an identity that speaks to both their roots in architectural 3D visualization and their expanded creative vision. Moving beyond architecture, HyperLab now offers services in communication, events, advertising, and out-of-home (OOH) campaigns. This rebrand reflects a shift towards a more fluid, versatile creative practice that adapts to the unique needs of each project. The identity needed to capture this transformation, expressing flexibility and innovation in a way that would resonate across different media and design disciplines.

The new logo was designed to represent this fluidity. It is based on a dynamic Cartesian plane that shifts and moves, reflecting the agency's expertise in 3D design while symbolizing constant evolution. The logo is never static; it’s a visual representation of how HyperLab approaches each project with a fresh perspective, adapting and reshaping according to the demands of the brief. This idea of movement and transformation is at the heart of the agency’s new identity and serves as a core element of their visual language.

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undefined - HyperLab: null | Pietro Forino

The website further amplifies this concept of fluidity with a custom-built interactive experience. Using Three.js and shaders, we created an effect where the logo appears to be made of glass, distorting the content behind it as users move through the site. This subtle interaction gives the site a sense of depth and tactility, aligning with the agency’s expertise in 3D visualization and enhancing the user experience. The fluid nature of the logo, shifting in response to the user’s actions, mirrors the agency’s ability to adapt to different creative challenges, making the website an extension of their brand philosophy.

This rebranding process was not just about creating a new look—it was about encapsulating HyperLab’s evolving approach to design. The combination of a dynamic logo and interactive web elements demonstrates the agency’s commitment to pushing boundaries, blending traditional design practices with digital innovation. The new identity and website reflect how HyperLab is embracing change and expanding its creative horizons, while staying true to its roots in 3D and architectural visualization.

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undefined - HyperLab: null | Pietro Forino