Hebbia
Motion Tool
In partnership with Pentagram, we've built a living, interactive brand system for Hebbia—turning their rebrand into a dynamic motion identity.
Our bespoke design tool empowers a flexible, scalable brand experience - without the need for technical expertise. Presets, slide transitions, fluid layouts and powerful customisation allow Hebbia to deploy their brand algorithm at scale.
Client
- Hebbia
2024 / London
The challenge
When Pentagram designed the Hebbia brand they were faced with the following challenge:
- How do you deploy a motion-based brand identity at scale?
- How do you create brand assets without relaying on VFX tools like After Effects or C4D?
- How do you maintain all the constraints and consistency while not restricting creativity?
What was needed is a branding tool that is easy too use and flexible.
Solution: A brand algorithm
The tool
Hebbia tool is a fully functional slideshow and motion tool allowing you to create branded grid layouts and transition between them.
Accessible on the web it allows for fast iteration and customisation of branding assets.
Every layout is fully editable, grid subdivision back be adjusted using guides, each grid cell can be assigned material like solid white, blue titanium or glass lens, text can be added and aligned.
The tool features number of grid and animation presets and allows you to export static images and mp4 video files.
What does it take to turn your brand into an algorithm?
The Process
We developed the tool across multiple months of iterations with close partnership with Pentagram.
From the very beginning we have used the constraints of the design system to our advantage. Typography, glass lens rendering, grid editing and transitions all required creative solutions and collaboration across teams.
Our weekly meetings were suported by interactive web prototypes and demos developed using Nodes.
The Materials
In order to accurately replicate light reflections and refractions we modeled lenses as 3D slabs of glass. This allows us to control the strength of the effect much more accurately than we typical approach of using distortion textures.
The final tool supports 3 material types:
The outcome
The result is a dynamic branding that is easy to use and deploy across multiple patforms and formats. From videos for social media to live visuals on Hebbia's website.
