01 / The challenge
Bring photography into the identity
The existing colours felt cold and clinical, while the logo offered little connection to photography. The brief was to give Neurapix a warmer, more editorial and modern presence.
That meant establishing a clear relationship between the brand and the creative work of its audience. The identity needed enough character to be recognised, while giving photographs space to speak for themselves.
02 / The direction
Define the feeling before the form
We began by establishing how Neurapix should feel. Brand guidelines brought visual language, tone of voice and colour into one direction, giving the logo and its applications a shared foundation.
The explorations led towards the warmth of analogue photography. References to film rolls and Kodak informed a retro sensibility, with a warm yellow becoming the central colour of the identity.
03 / The logo
Find a photographic cue in the letterforms
Across multiple rounds, we explored the ‘n’ and ‘x’ in Neurapix alongside camera wheels, film rolls, grids, focus points and pixels. Each route offered a different way to connect the name to photography.
The chosen symbol combines an ‘n’ with a form reminiscent of a camera wheel or film roll. It carries the photographic reference into a compact mark, while the yellow gives it the warmth established in the brand direction.
04 / The experience
Let the photographs lead
We carried the identity into the Framer website, newsletters and marketing materials for YouTube, Facebook and Instagram, as well as trade fairs and exhibition booths.
Yellow, black and white create a consistent visual foundation. Strong headlines and generous white space give the layouts a clear hierarchy and leave the imagery at the centre of attention.
On the website, a gallery wheel that visitors can spin brings the logo’s circular reference into the interaction itself. The photographic idea becomes part of how people experience the brand.
05 / The outcome
One idea carried across the brand
The rebranding brought together a photographic symbol, a warm colour palette and an editorial approach to layout. The same direction connects a small app icon with a website hero and a large campaign surface.
The central lesson was to establish the brand’s character early and use it to guide each decision. Here, the reference to photography shaped the logo, the colour palette and even the website interaction, giving the identity a coherent story across formats.