DELLI
HATO
Photo: Liam Hart, Lars Brønseth, Shahram Saadat
June 2022
DELLI is a new food app created by Depop founder Simon Beckerman. HATO were approached to create a visual identity for the brand, as well as the app and website design for their internal team to develop. Explore DELLI here.
We first looked into the history of Delicatessens around the world, finding final inspiration in the US for the DELLI wordmark. The logo sits atop earthy yet bright palettes that reference some of the masters of Italian design such as Enzo Mari. To tie it together, the photography direction is real, honest and a snapshot into the moment; no ‘can you just hold that there for a sec.’
Capture One: Rebrand & Global App Campaign
HATO, Capture One
Production: Pavilion Works
Photo: Kayla Connors
Stylist: Flo Arnold
Makeup: Verity Cumming
Hair: Joe Burwin
Model: Lydia Adeyemi
Animation: Connor Campbell Studio
Production: Pavilion Works
Photo: Kayla Connors
Stylist: Flo Arnold
Makeup: Verity Cumming
Hair: Joe Burwin
Model: Lydia Adeyemi
Animation: Connor Campbell Studio
May 2023
In late 2022, HATO were approached to craft a rebrand and global campaign for professional photography software Capture One. The brief for the brand was to engage with the talented and creative users that create their work with the tool, but seldom speak about it. The global video campaign for the new iPhone app launch continued this theme, whilst targeting a more commercial-minded US audience. Please note parts of this project have not yet launched.
Details to the rebrand include a custom mono typeface and wordmark, inspired by the engraved lettering and numerals on original Phase One lenses, as well as a design system based on true-to-life actions undertaken whilst shooting. For the campaign, we targeted photographers who shoot outdoors to prove Capture One isn’t just for the studio. The visuals chosen focused on a fashion-led shoot that mirrored the concept of ‘Freedom to Move’.
MM:NT
HATO
PW/c
PW/c
September 2022
MM:NT is a Berlin-based apart-hotel focused on targeting a specific audience and ultra fast growth. HATO were approached by the strategist on the project to help define the brand story and visual output, including naming, logo, imagery, and brand pillars. Explore MM:NT here.
The brand was centered around moments that feel fleeting when travelling, focusing on a digital clockface as a visual touchpoint for the concept. As the hotel is centered around ‘everything you need and nothing you don’t’, we looked to minimalist design masters such as Dieter Rams’ to help shape the brand’s considered visuals.
Ministry of Sound
HATO
January 2024
HATO recently started work on a new digital identity for renowned London club Ministry of Sound. After hosting workshops to find out insights from club-goers who avoid MoS, we realised the club required repositioning in order to appeal to a new generation of ravers. Please note this project is in draft design phase and has not yet launched. The below content is work in progress.
For the website, we proposed creating an integrated space connected to the physical club, allowing features like ticket purchases to be streamlined without using third-party sites. The homepage would digitally represent MoS’s iconic logo, showcasing club-goers' videos to reflect the in-club experience. We suggested replacing the outdated VIP model with a members area, offering exclusive merch, queue jumps, and playful digital features. Ideas included changing toilet light colors via the website and a hidden message board for club-goers.
Good-Loop
HATO
January 2024
In Summer 2023, HATO were approached by good media agency Good-Loop to overhaul their brand and website. Good-Loop’s digital adspace means viewers who complete the video advertisement get to select a charity to donate to on behalf of the advertiser. This means the advertiser gets more completed watches, and the user gets to benefit charity (without actually paying a penny themselves). We dubbed it a ‘win-win’.
After 2 collaborative workshop sessions, we crafted a logo that would double as an accreditation ‘mark for good’. Good-Loop’s classic red was updated to a punchy, contemporary berry shade, and a player-style animation approach meant the brand could adapt to all advertising formats with ease. The tone of voice mirrors Good-Loop’s matter of fact brand persona, keeping things simple and uncomplicated. Featured in Creative Review. View the site here.
