HyperMax visual identity
A full visual identity created from scratch for a new hypermarket brand in Jordan and Oman, using iconic regional cues to highlight how HyperMax originated in, and sits at the heart of, local communities.
Creative strategy and concepts, typography, colour palettes, patterns, art direction, photography styles, digital channels and iconography, crafted to work with consistency and unmistakeable distinctiveness online and offline. All formalised with clear and flexible guidelines in a brand book to work across all departments of the business, in physical stores, out in the world, and across social media, apps, and e-commerce.
Role: Creative direction, design crafting, tone of voice, UI and digital illustration, and formalising everything in repeatable yet flexible systems.
