ATEED needed a name and brand for their new public innovation lab. The lab creates opportunities for government, businesses and communities to develop ideas together. ATEED asked us to lead them through naming, branding, and designing an identity for their lab. We created graphic guidelines, website design, tone-of-voice template, and environmental signage.
After facilitating discovery and naming workshops, Hatchbox was the chosen name. Hatchbox is where ideas hatch, where you move in and out of the box to challenge the norm. The association with ‘matchbox’ makes the name easy to remember. It also alludes to spark, enthusiasm and warmth.
The Hatchbox brand needed to adapt to the various environments of Hatchbox’s customers. It needed to be fluid, flexible and a bit off-centre. We created a logotype that was distinct and able to morph into many different iterations. Four different lock-up designs, could render in four different colours. A colour palette matrix design ensured a consistent yet flexible brand delivery.
The resulting brand represents the core of Hatchbox. Ideas, innovation, and the nurturing and exploring of creative solutions.
Professionalism, strategic
Catriona Stewart, ATEED
experience and creative flair…
hard to replicate elsewhere.
Platform29
Level 1, Shed 19, Princes Wharf,
137 Quay Street, Auckland 1010
