Meet the New HG: The Evolution of our Logo

When a client comes to the HG brainstorming table with a business challenge, we come to the table with a creative solution. Whether they’re looking to engage with new audiences through viral videos, inspire consumer behavior through experiential brand activations, or create an entire rebrand across their scope of business, we come prepared to tackle creative business challenges head on with our combined x years of experienced.

But this time, the tables were turned. We found ourselves sitting at the table with our own business challenge: it was time for an HG rebrand.

After all the creative grit we’ve put into our clients’ business growth over the past 7 years, we’ve also experienced tremendous growth of our own. Like a bird sheds feathers for new growth, we decided that it was time for us to molt and create a look that best fit who we are today—the new, evolved HG. We treated ourselves like a client and delivered a rebranding overhaul that was no simple feat. The process of essentially becoming our own client was powerful and rewarding—we understood firsthand the difficulty of embracing change. After careful evaluation, and some inevitable growing pains (the process of parting ways with your existing branding, look and feel can be difficult), we concluded our rebrand was in our best interest.

We have decided to showcase our creative process in developing the new HG here on the blog. We understand the challenges and triumphs of creating an entirely new brand and digital presence because we have had the same experience. 

Before we begin any project, we take time to discover the client’s history and future goals to uncover areas in need of creative solutions. We created our first logo with humble beginnings in 2010, when HalfGenius was founded to bridge the gap between a brand’s traditional communications and the digital realm.

Starting as a small team of two creative trailblazers, over the past several years, HG has evolved to encompass an even broader range of services with a growing team of new talent. Our goal was to elevate our brand standards to match the new HG—and reflect our growth.

With our own agency needs fully identified, we went back to the drawing board to strategize creative solutions to best meet our goals. Our updated look and feel needed to reflect the bold, raw, industrial feel of our Philadelphia roots and studio combined with the crisp, clean design aesthetic carried through in all our work.

Our current rebrand is a tip of the hat to our evolution. We are our client’s other half and the genius behind executing their creative vision. The new HG is reflective of our growth, new office space, new HG faces, past accomplishments, and most importantly, the new HG creative work we look forward to in the years to come.

ALLISON SCALERA
Designer