Connecting the world.
Building a new identity to propel an Internet of Things startup with huge potential and even bigger aspirations.
The first true Internet of Things.
Structure launched in late 2015 as the first true Internet of Things (IoT) company to create a platform that offers both software and hardware to run complex applications with ease. Upon its launch, Structure subsequently received immediate response from the technology industry and the investment community. With an impressive amount of momentum and early attention, the startup recognized the need for an established identity and reached out to Hyperquake.
Old friend and new ideas.
Starting small and acting swiftly, Structure called upon their old friends and coworkers of the Hyperquake crew, crafting a partnership for their brand building that became a truly collaborative effort. Working in a race against time and investment opportunities, Hyperquake sprinted forward — crafting a story that would fully capture and reflect the cutting edge startup.
Empowering creators to build.
Through a variety of workshops, research and discovery we were able to articulate the story of Structure — a brand that had now firmly planted itself at the forefront of a young industry. Structure cuts through the complexity of the Internet of Things and provides clear and actionable insights from formerly disparate data and devices — a strength that sets them apart from their competition on a variety of levels. Leveraging groundbreaking technology on both the hardware and software side, they’ve pioneered pilot programs in the sports, entertainment, logistics, manufacturing and consumer goods industries — solving complex business problems with ease, while also setting themselves up for long-term success.
Like technology, people work better together.
Structure is a business and brand built on the value of connections. It starts with their industry-first platform that connects Structure software to their hardware, converting noise to signal and ultimately connecting real data to actionable answers. Approaching the design of their new identity, we recognized the connector aspect of their brand as being a distinct and powerful differentiator. Using this as our unifying theme and story, the visual part of the brand began to take shape.
Creating the connection.
The Structure mark, affectionately called the link— represents a new way of thinking. The geometric shapes are designed to form a strong bond — with the connector slash glowing a vibrant red. Drawing from a technological pallette, the mark uses colors that are saturated to their most vibrant point. Mimicking the glowing lights of an LED, the colors are complementary and bold. Structure is both the disruptor and the connector to the complex puzzle that is the IoT. We also helped Structure create a new website, getstructure.io that is designed and built from the ground up as a way to tell the story of Structure to all who visit.
