LIFEHAX
Event branding
Background:
LifeHax, a start-up settled by three young enthusiasts, eager to change the world, aims to bring together the first life hacking community in Romania. LifeHax starts with a series of events in which known lifehackers from Romania or abroad come to work and talk with all those who want to make a change in their lives, to find inspiration for a change. LifeHax is about sharing experiences with new people, and challenging yourself. Not at all the boring workshops where you fill out tones of notebooks.
Our challenge was to create a brand identity to grow alongside the community it’s developing. A brand that suggests reinvention as a mean of evolution.
Solution:
During the workshop with the brand team we found that for project initiators lifehackers by their nature, changing your lifestyle means sustained effort and confidence to take the first step. The LifeHax story is the best example - it started from a bold idea that with perseverance turned into reality. Hence the new and inspiring brand idea: Switch to happiness. The young spirit, the courage to overcome barriers, curiosity, perseverance and adaptability are the traits of the initiators that the brand has taken over.
When you have an out-of-the-box brand that constantly evolves, the identity must be as bold as it is. We thought a disruptive identity, a morphic logo that expresses the attributes of the brand. The patterns are rewritten, the directions change. The evolution can’t be constrained, nor can it be standardized as you can see in the typeface.
We continued to generate a coherent visual style able for further explorations in communication. Bold and fresh chromatic selection, filters tailored to the visual categories are all inspired by the brand idea. Happiness differs according to the individual perspective.
The strategic solutions of discovering the LifeHax brand and articulating the brand idea as well as illustrating them in the visual identity and graphical style of communication strengthens the new brand's positioning and ensures uniqueness and recognition among the target audience.
