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Hashworks Branding

Humanizing the Tech Startup

Introduction

Hashworks as an organization are IT change partners enabling the digital transformation for large enterprise and captive IT units. They focus on Devops, Data Science, UX/UI and Enterprise Mobility

Challenge

- Design a brand identity for Hashworks

- Should focus on the domains Hashworks is functioning

- A logo that captures the brand values

- Establish a visual language that resonates the organizations purpose

Perceive

Understanding the organizational values

Talking to the business owners and the different stakeholders we were able to understand the culture and values of the organization. These conversations helped us to over come the challenges and come up with:

- Brand voice which the customer wants to convey

- Design the marketing & visual strategy

- Design the storytelling strategy

Adapt

Designing for a humanized brand voice

After identifying the brand voice, we started designing the logo encapsulating the essence of a community where tech savvy come together to make the digital transformation possible.

Concept

The logo was conceptualized from the chromosomes which take the shape to create a new life. This concept blended with the feeling of being a partner of growth gave the birth to this logo.

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Meaning behind the logo

The logo stands for the expertise from different domains of technology come together to form an organization to achieve growth.

Variations

Evolve

Designing the variations

With the logo created, we decided to add some vibrant colours and typography to give the brand a personality and match the startup culture. After iterating with the customer for some variations we finalized the visual representation and published the brand guidelines.

Color Palette

Typography

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