HiFi are a full service digital agency specialising in forever websites. After developing the Superfried design studio website, they asked if we could create their brand identity. They specialise in developing products that adapt and evolve with the requirements of the client, based on a an efficient modular system. So with this in mind I wanted the identity to reflect this. With the idea of modular components and the digital nature of what they create, the simplest building component is the square block or pixel. The simplicity of their name lent itself to this basic, modular approach. With a pixel based logotype in place, I wondered whether it would be possible to re-create the name with the same 27 blocks. Rearranging the pixels quickly led to 12 variations. This was a very efficient way to optimise the final solution. Additionally, the process generated alternative options for different scenarios or promo animation to convey evolution. The retro 8-bit aesthetic was bold, minimal and clean whilst also connecting to clients on a familiar, nostalgic level. This was continued via the development of pixel based graphic devices to be used with considered restraint on marketing material. Moving onto typography, with such a bold angular style in place, it would require a strong, distinct typeface. Research led to the retro, angular, expanded typeface Kallisto which featured 5 weights plus a great lined version. In stark contrast, Poppins, a more standard geometric sans was selected for body copy. For the colour palette, with simplicity in mind a strong brown base and vibrant coral highlight were selected. A secondary palette was also selected including a subtle grey for backdrops to soften the stark, high contrast of the graphic forms. Superfried were not involved in the design and development of the HiFi website. – https://www.superfried.com/projects/identity/hifi/ https://www.superfried.com