hptx is a multimedia studio that creates contemporary art using the language of technology. We offer a full project cycle in AR, VR, XR, Web and CG - from concept to realization.
The client wanted to revamp their current website because it was cluttered, the information on it was outdated and did not fully represent the studio's activities, also it did not stand out enough compared to their competitors. They wanted to create a new, straightforward, and minimalistic website with some unique features that can grab the user's attention, make an impact and showcase the studio's latest completed projects.
The hptx team already had a mini-guideline with the logo colors and fonts, but we decided to add to and rework it a bit.
The identity of the site is growing, so the color palette extends as well. This guideline is only to provide the basics.
Currently, there are 9 sets of letters and 126 variants of the logo.
We gathered all the competitors and put their sites in front of us. We had to figure out what could make the website stand out and where to put the accents on.
At the stage of searching for references, we decided on several minimalistic variants with interesting grid/layout combinations. And we were also inspired by different futuristic videos and various 3D art pieces.
We remembered that hptx actually makes incredible AR, VR, XR, Web, and CG projects and decided to use 3D objects in the concept. We had a technological limitation - they wanted content editing to remain convenient, so we assembled the project on Tilda Publishing. And realized that such a technique as highlighting the object on the top layer would help us create a sense of volume, and also could be implemented on the chosen platform.
The project is mainly built on standard blocks for the ease of editing, which we stylized according to the design. For 3D objects, we used Lottie animation.
By the way, the logo consists of 9 sets of letters, which generates 126 versions of the logo - after the page is refreshed, a new unique logo is assembled. This emphasizes the company's flexibility to change and its originality in each project.
And if you get lost, you will be greeted by an incredible space cow!