HOBI International

Busy keeping things organized and pristine elsewhere, HOBI had come to rely on a mish-mash of supporting collateral that, if it existed at all, had been copied, faxed and re-copied in a variety of unrelated colors and burdened with a hedge maze of lengthy copy.

HCK2’s first task was to do to the copy exactly what HOBI does to electronic assets: take it apart piece by piece, discover what can be reused and send the rest of it packing. The meandering messaging was trimmed down to be concise, pointed and engaging.

With the softer, environmental feel established by the new HOBI logo, it then fell on the collateral to create a visual convention that communicated a high-tech context. For the folder and brochure signature along with inserts targeting specific service lines, HCK2 brought in rich, dark colors and hints of circuitry, which allowed for a unique contrast with nature-based photography such as the lily image that HOBI had adopted as its own.