Hyphen

Connected by experience

Hyphen is a symbol of connection, continuity and cohesion, essential qualities for a global UX company. The trust-based relationship that already existed with A EQUIPA was instrumental in our decision to embrace the challenge of its rebranding and strategic repositioning at a pivotal moment of growth and expansion.

Through the creation of a modular visual and verbal system grounded in connection, continuity and relationships - all united by a shared idea, Connected by Experience - Hyphen saw its identity revitalised. The hyphen ceased to be merely a name and became a behaviour: connecting people, integrating disciplines and building meaningful experiences.

Named Closeness Poppy, the brand’s primary colour carries a warm tone that conveys both energy and empathy, distinct from the conventional colour codes of the digital sector. The complementary palette introduces both contrast and softness to the graphic atmosphere. The treatment of black-and-white imagery, enriched with grain, brings a sense of authenticity through imperfection, contrasting with the precise geometry of the visual system.

The wordmark is based on the Aeonik typeface, whose rounded corners lend it a more approachable character. From this transformation, the letter H emerges as the key element of the visual universe, giving the brand a unique expression. The organic plasticity of the forms generates a wide range of useful applications, from patterns and backgrounds to iconography and highlights.