Hexa

While working on their book The 10x Method, we partnered with Hexa to revamp their visual identity and rethink their website.

A few years after our first art direction for them, their team came back with a simple desire: refine their image without disrupting everything. The goal was to rework their existing visual codes and introduce new ones to create something more contemporary, minimalist, and user-friendly. Another key objective was to transition from a tech-centric visual language to one that felt more human and approachable — in particular by using more photography.

In order to bring this change to life, the identity was redesigned around Art Déco references and the visual language of world expositions — a register that conveys notions of construction, structure, and technicality while evoking ideas of future, industry, and innovation:

• The most visible change lies in the typography. Space Grotesk, which carried strong tech connotations, was replaced by PP Talisman, a condensed and highly distinctive typeface that asserts a strong visual presence while maintaining a retro-futuristic elegance.

• The color palette remains the same but has been rebalanced. We moved away from a wide and saturated gradient (from pink to green) to softer, brighter shades with rosy-orange tones. Both on the website and in visual compositions, dark mode was replaced by white and light grey to enhance clarity.

• A new pattern has been introduced. Arrows now form a recurring motif that symbolizes motion, momentum, and precision. Some are subtle, almost hinted at, while others are more defined and structured.

• Illustrations now follow a unified system. The multicolored geometric shapes have been replaced by a single cubic module directly inspired by the logo. This cube, rendered in different heights, is filled to varying degrees depending on the concepts being illustrated.

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