Brief

Starting from an evocative tattooed-lady image, the new HPS branding progressed beyond a mere logo refresh. With no formal brief, I curated a development path toward a more mature visual identity, refining assets across typography, color theory, and imagery to achieve a unified look. The result was a brand that communicated credibility and ambition without losing the distinctive edge of the original concept.

Solution

I delivered a fresh logo and a full typography refresh to establish a bold, modern presence. I selected new imagery and applied consistent image filters to achieve a cohesive, monochrome finish across all assets. The logo's voice was refined to be short, simple, and direct, conveying the boldness of the HPS brand while remaining versatile enough to work across print, digital, and environmental applications.

My contribution

I managed brand usage and produced work from signed-off concepts. I created the brand guidelines and designed all stationery, in-office signage, and graphics for the group.