November 2025
Role
Moodboard
Logomark
(Without Client Feedback)
Process
Final Logomark
Colour Palette
Typography
Brand Applications
Outcome
Independent project — concept, identity system, and all brand applications.
Before designing, I researched the space Urbix Hub operates in — VR training, fleet management, and urban mobility. The moodboard explored innovation, movement, and technology as visual directions.
My initial direction combined the letters U and H into a single interlocking isometric form. The 3D, layered structure was intended to reflect the platform's role as a multidimensional connector innovative, structured, and forward-thinking.
Client feedback and audience research revealed a mismatch. The primary demographic; men around 50; found the isometric direction too complex and detached. I pivoted entirely. The new direction stripped back the complexity in favour of something flatter, more human, and more legible. The core question became:
What does this brand actually need to communicate, and to who?
The revised mark is built from the U of Urbix, a human form, and a simulator headset shape. The curved, symmetrical form echoes both a person and a road, signifying movement, orientation, and learning. The rugged outline references road texture, creating a sensory link to the brand's purpose. Together the two shapes represent the two stakeholders; customer and provider; connected by Urbix Hub.
I began with an isometric, 3D logomark combining the U and H; conceptually aligned with innovation and layered systems. But client feedback and audience research revealed a mismatch: for a primary demographic of 50-year-old men, the direction felt too complex and unfamiliar.
That insight prompted a full pivot. I reimagined the mark as a flat, human-centered symbol. The curved U form echoing both a person and a road, connecting the brand's ideas of movement, orientation, and learning. A tactile, road-inspired texture was added to the VR headset motif to create a sensory link to the brand's purpose.
Energy Orange (#FF8C33) and Blue (#3F5EAB) form the primary palette; communicating drive, trust, and vitality. The pairing balances warmth with credibility, avoiding the cold tech aesthetic common in this space.
A clean sans-serif typeface was chosen to prioritise legibility and professionalism across digital and print applications. The type system uses clear weight hierarchy, from bold headings to regular body text; ensuring the brand communicates with confidence at every scale.
The identity was applied across digital and physical touchpoints. VR headset, stationery, and vehicle branding to test how the system performs in real-world contexts relevant to Urbix Hub's audience.
The identity system was presented to Urbix Hub through RMIT and received positively by both the client and faculty. Tutor feedback specifically highlighted the pivot as a strength — praising the decision to evolve the direction based on audience insight rather than holding onto the original concept.