We had the privilege of partnering with HUB architecten, a European architecture office based in Antwerp. As they approached their 20th anniversary, they sought to redefine their brand identity, aiming for a clearer articulation of who they are and what they stand for. This milestone also marked the transition of several employees to partners, making it a pivotal moment for the firm. Together we ran a series of strategic workshops to define their brand passport, covering mission, vision, values, personality and brand story, which laid the foundation for the rebranding.
HUB architecten are thoughtful partners who thrive on challenging projects, from a school pavilion to the Palace of Justice in The Hague or large-scale Park & Rides around Antwerp. At the heart of their philosophy lies context: every building and project responds to its surroundings with intelligence and care. We made ‘context’ the cornerstone of their new identity.
The former Y-shaped logo, symbolizing the unification of two entities into one, evolved into a dynamic graphic element of four adaptable dots. These dots, which constantly change and evolve based on their surroundings, now emphasize the collaboration of multiple partners working together. This transformation not only honors their past but also symbolizes their forward-thinking approach, making ‘context’ a living, breathing part of their brand identity and highlighting their commitment to collaboration and adaptability in every project. Alongside this, we introduced a word mark for greater clarity and recognition.
The visual identity is refined and precise: a monochrome palette interspersed with project-specific hues, typography balancing clarity and elegance (Neue Haas Text and Tiempos Text), and photography that captures both architecture and the people behind it. Warm, dynamic images highlight the creative process and collaborative spirit.
Digitally, we redesigned the website and added context panels which provide layered insights into each project, linking projects and approaches. Mirroring HUB’s process of connecting ideas, people, and places.
Photography by Miles Fischler, Stijn Bollaert, Jeroen Verrecht and David Jacobs.
Web development by Kevin Brenkman.
Rebranding Brand Strategy Graphic Design Motion design Digital design
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