What it is
A complete visual identity: logo, palette, type system and supporting elements, delivered as a kit that everything else you get from us reads from. The deck and the website derive from it, which is why nothing downstream is ever retyped by hand.
Many teams joining HAX are early and have not invested in visual identity yet. The programme is the moment to fix that, before the fundraise rather than during it.
How it works
- You complete the branding exercise. It is the single input everything downstream derives from, so it is worth an unhurried hour.
- We research. Your market, your peers, and the material you already have.
- We come back with breadth. Three to five distinct directions with palettes, type pairings and logo leads, not one polished guess.
- You converge. You pick a direction. This is the most consequential decision in the engagement, and it is recorded, so every later asset traces back to it.
- We refine. Iteration on the chosen route until it is right.
- We deliver. Both packages, and the kit becomes the source the deck and the site read from.
Worth knowing
A name change restarts the work
Visual identity is built around a name. If a change is even possible, settle it before we start; otherwise the work is rebuilt rather than refined.
One decision-maker, please
The most common cause of delay is feedback arriving from several people with different opinions. One person who can choose a direction and stay with it is worth weeks.
Breadth first is deliberate
Showing one polished route invites a yes-or-no answer. Showing several invites a decision, and a decision is what the rest of the engagement derives from.
