HEYMAU:
Designing a Fluid Identity to Amplify Creative Expression
Led brand strategy, visual identity, system architecture, and art direction; collaborated with motion and web partners for full ecosystem rollout:
Web Design + Development: New Tab Studio
Web Design + Development: New Tab Studio
Animation: Mauricio Rubinstein
Client: Mauricio Rubinstein
Services: Visual Identity, Art Direction, Digital, Strategy
Reimagining a visual identity to express limitless creativity, adaptability and multidisciplinary storytelling, positioning HEYMAU as a dynamic creative force with a distinctive and flexible visual language.
Reimagining a visual identity to express limitless creativity, adaptability and multidisciplinary storytelling, positioning HEYMAU as a dynamic creative force with a distinctive and flexible visual language.
The Challenge
HEYMAU operates at the intersection of ideas, making creative work across mediums. The brand needed an identity that didn’t lock it into a fixed style, but instead breathed movement, play and evolution. The core challenge was to develop a system that could be shape-shifting and expressive, without losing recognition or coherence.
Strategic Direction
Rather than a static mark or rigid grid, the identity was conceived as a living system—one that could adapt visually while always feeling rooted in HEYMAU’s ethos: curiosity, energy and expressive experimentation. We explored a visual vocabulary capable of speaking across digital platforms, motion, print and experiential touchpoints.
HEYMAU operates at the intersection of ideas, making creative work across mediums. The brand needed an identity that didn’t lock it into a fixed style, but instead breathed movement, play and evolution. The core challenge was to develop a system that could be shape-shifting and expressive, without losing recognition or coherence.
Strategic Direction
Rather than a static mark or rigid grid, the identity was conceived as a living system—one that could adapt visually while always feeling rooted in HEYMAU’s ethos: curiosity, energy and expressive experimentation. We explored a visual vocabulary capable of speaking across digital platforms, motion, print and experiential touchpoints.
Solution
I developed a visual identity built on:
Fluidity of form: elements that shift, grow and respond to context
Vibrant colours: signaling creative energy and diversity
Playful visual systems: modular graphic assets that feel alive and unpredictable
Flexible application: from digital interfaces to motion and print assets
I developed a visual identity built on:
Fluidity of form: elements that shift, grow and respond to context
Vibrant colours: signaling creative energy and diversity
Playful visual systems: modular graphic assets that feel alive and unpredictable
Flexible application: from digital interfaces to motion and print assets
This system was designed collaboratively and implemented with a focus on consistency without rigidity. A brand that feels adaptive yet grounded.
Outcome
The resulting identity elevated HEYMAU’s presence by translating its creative philosophy into visual language. It strengthened brand recall, opened new opportunities for expression across media, and supported HEYMAU’s position as a studio with both conceptual depth and playful energy. The work continues to serve as a flexible platform for storytelling and brand expansion.
The resulting identity elevated HEYMAU’s presence by translating its creative philosophy into visual language. It strengthened brand recall, opened new opportunities for expression across media, and supported HEYMAU’s position as a studio with both conceptual depth and playful energy. The work continues to serve as a flexible platform for storytelling and brand expansion.
