HUE+CRY - Rebrand — Luis Roca

HUE+CRY

Rebrand

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Rebranding is a complex process for every company. It strips away everything surrounding your identity to create something new. It's scary at first, but the payoff is beyond belief. HUE+CRY new identity embodies the creative spirit and pairs it with a friendly and minimalist aesthetic. The result is a fresh and distinct identity that can take the center of the stage but also steps away to let the work shine.

I was very fortunate to be involved in every step of the process. Starting by visualizing and concepting the new logo and visual identity with both our team and OMFGCO. As the identity expanded I got to design and implement a new website. Lead, designed, and edited our launching video. Helped art direct a bunch of collateral pieces including my personal favorite, HUE+CRY’s design decks.

I love this project, hope you love it too. ❤️

Role

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Art Director - Design - Animation - Edit
Created @HUE+CRY

Logo + Wordmark
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The new logo combines the structured nature of our work with the playful spirit of our studio. Built on a simple grid, the logo works as a variable system with interchangeable iconography. This framework gives us a unified, yet flexible, design system for our brand.

The wordmark takes a no-nonsense approach, leveraging crisp, minimalist letterforms that have been meticulously crafted, resulting in a balanced, monolithic appearance.

Icon Suite
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Our ever-evolving icon suite is derived from the variable logo system. Each iteration retains the H+C letters for brand consistency, but either changes the smiley framing or replaces it entirely with another element. These elements are intrinsic cues to HUE+CRY — whether a mood, expertise, or insight.

Typography
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The brand’s primary typeface is GT America Expanded Black. Bold and confident in posture it helps convey our straightforward, yet distinctive, design approach.

Inter, our supporting typeface, is both functional and friendly. Its simple utilitarian nature matches well with our clear style of communication.

Collateral
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The rest of our design system uses a utilitarian minimalist approach. There are restrained type layouts, limited type sizes, a spare color palette, and a dash of workaday humor in the copy for a sensible appeal.

This aesthetic stands out with confidence in the various collateral assets and when used in conjunction with our work it provides a clean framework to let the art shine.