QUBES by HB Reavis

  • #naming #branding #identity #graphic design
  • 2018

We were tasked with devising a name for the new HB Reavis product and create a complete identity. QUBES (then under the "flexi leasing" working title) is the flexible lease of serviced premises. This enables companies to grow and recruit new employees without spatial compromises or frequent relocations. The premises are divided into units that are available according to current tenant needs: need more space? Well of course!
Or perhaps smaller space for the time being - no worries. HB Reavis is an international company, so the name and identity of the new brand had to meet more demanding criteria than for local brands. We found the answer in the very principle of service: separate spatial units (Qubes) are moved and connected in one large whole. We used the principle of a sliding picture puzzle - familiar from childhood - for visual communication. The QUBES brand was first created with the aim of being part of the "by HB Reavis" brand family.

It was important to communicate the service's scale and benefits, so that clients could immediately understand without lengthy explanations. The system had to work equally well in different languages and cultures, and ready for use outside countries in which HB Reavis currently operates.

It was important to communicate the service's scale and benefits, so that clients could immediately understand without lengthy explanations. The system had to work equally well in different languages and cultures, and ready for use outside countries in which HB Reavis currently operates.

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