This sensitive redesign worked with the basic infrastructure of the original Hocus brand which needed to remain recognisable after the revamp.

An additional objective was to achieve a flexible, timeless solution that worked with all of the styles encompassed within the firm’s work – present and future. Using the fundamental ‘h’-character in the renovated brand look and feel, meant that the firm’s existing clientele could still identify the logo. A seamless transition between new and old was an important consideration for budgetary reasons too (as all touchpoints could not be updated simultaneously). Instead of ‘smashing’ the logo, we created an iconic bespoke pattern that is used as a design element throughout. We ditched the previous multi-coloured palette for a rich and timeless combination of dark grey and silver.