Helastel
Creative concept
Logo / visual identity
Illustration
Print and digital collateral
Brand guidelines
Produced as CD at Hello.
View Hello case study here
Launched in 2004, Helastel are at the cutting edge of their sector, integrating artificial intelligence into software solutions built for growing businesses. Helastel approached Hello to deliver a rebrand that reflected not only the tech, but also the human team behind it.
Concept
We wanted to emphasise Helastel’s bold, irreverent approach, and give the team something they could truly own and develop. Beginning with a new brand positioning statement: ‘Conscious software for unimagined growth’, a grid of circles (representing the building blocks of code and points of connection in machine learning) form the simplest expression of an u/c letter H, that can break out into an infinite number of constellations.
Visual development
Linking these constellations with bright beams of light brings the concept of unimagined possibilities to life. The resulting brand has an interplay between the simple and the infinitely complex; underlying grids and order giving way to bright, bold expression.
Brand guidelines
Hello developed a wide range of material from print to digital. Delivery included set of brand guidelines that allowed the Helastel team to generate their own website, collateral, light beam illustrations and pitch documents.
The light beams give ‘flex’ to the brand, allowing an infinite variety of illustrations for everything from unique team business cards to individual e-signatures.
