Punch Above
HB Rebrand — Brand Strategy, Art Direction & Creative System
HB underwent a rebrand with the ambition to show up bigger, talk clearer and land with impact at every touchpoint. I led the art direction, defining a visual language built to Punch Above expectations, including hands-on work on the manifesto film and bespoke illustration system.
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Design Director
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Brand strategy · Art direction · Illustration · Creative systems · Manifesto film direction
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2025
The Starting point
HB wanted a brand that could confidently express its creative authority while pushing beyond traditional design language. With Impact Everywhere Always as the strapline, the challenge was to create a system that was flexible enough for varied outputs but assertive enough to land with impact in every context.
The Thinking — Punch Above
The rebrand idea Punch Above encapsulates the ambition to be more than visible — to be unmissable. This idea informed not just the identity, but its expression across motion, illustration, language and environments. At every scale, the brand needed to deliver impact without losing clarity, instinct or purpose.
This idea gave us permission to amplify contrast, scale and voice, and to build a visual rhythm that feels confident, smart and direct.
A bold visual language
Central to the new identity is a bespoke illustration system — all created by me — that gives the brand a distinct look and feel across digital and physical channels. Characters, forms and compositions are crafted to feel dynamic and human, bringing Impact Everywhere Always to life in every frame.
I was also heavily hands-on with the manifesto film — directing the visual language, pacing, and illustration integration — ensuring the moving image feels like an extension of the core brand idea.
The result is a bold creative system that works across static and motion, from decks to screens to environments, without losing coherence or energy.
Outcome
The rebrand positioned HB as a more confident and expressive creative partner. It successfully translated the ambition of Impact Everywhere Always into an identity that feels strategic, vibrant and ready for scale — empowering HB teams to communicate with a distinctive, unified voice across clients and platforms.
