Renewing the identity of the HyperCreativeHub architecture studio so
as to emphasize its digital and futuristic soul.
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.
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.