hefty PORTFOLIO
Client : Hefty + Hungama TV . //. Agency : Animal, Delhi. //. Role : Brand Identity System
Hefty is a Web 3.0 ecosystem with industry-leaders as curators, enabling and uplifting creators in the system. Hefty was further divided into three verticals - Hefty Art, Hefty Games and Hefty Verse. In totality, Hefty and the portfolio is an exercise on shared brand identity and its unique extensions.
With its multi-industry portfolio, we created an identity for Hefty that needed boldness, impact and magnanimity to occupy space; for more than just visual appeal.
Hefty is followed by a square dot, a precursor to the many verticals that the Hefty brand could extend to in the future. The dot also forms a graphic element that is present through all Hefty communications across verticals.
hefty.ART
@HeftyArt.xyz is a Web 3.0 ecosystem and curator-driven drop factory where industry-leaders uplift creators in the system.
So, for its brand identity we decided it should occupy space boldly. In every way.
And Hefty Art? Our take on brand system extension that's shared and unique. A wordmark logo with 3 distinct letters that symbolise a past ornamented (a), present contemporised (r) and a future digitised (t).
With a subtle, rule-of-third design philosophy, the design language is home to audacious creativity with structural profundity.
Welcome to the next of everything in the metaworld. Welcome to a home of audacious creativity.
The Hefty.art identity is contructed using one of the most popular visual philosophy of
'RULE OF THIRDS’. While the word HEFTY occupies 2/3rds of the total real estate of the logo, the word art makes up the remaining 1/3rd.
The rule of thirds is applied through all the visual touch points of the brand.
HEFTY.GAMES
The one stop shop for Web 3 gaming, we provide comprehensive insights into blockchain-based games. HEFTY Games isn't just about exploration and discovery. It’s designed to be a fully functional marketplace to directly buy, sell, and trade valuable in-game assets and NFTs. The vision is simple: to be the go to destination for everything gaming in Web 3.
Hefty Games also inherits Hefty's values then creates a distinctive extension. The wordmark reflects gaming's retro-roots and the brand world echoes the future advent of Web 3.0's spirit. A nostalgic aesthetic of a new time, the identity is a seamless blend of sci-fi technology and modularity.
The three icons for Hefty Games are inspired by the retro roots of digital gaming.
The plus button on a gaming controller, typically serves as a way to access menus, pause the game, or perform other functions related to navigation and settings within a game.
The four circular buttons (ABXY) are commonly used for in-game actions like jumping, attacking, interacting, or navigating menus.
An 8-bit character represents a single text symbol using 8 binary digits (bits) for encoding in gaming.
HEFTY.verse
Heftyverse – The Gateway to Your Metaverse
Heftyverse has been positioned as "The Gateway to your Metaverse," beckoning forth all those eager to establish their unique presence within the captivating expanse of the Web 3.0 space. The reflects our commitment to providing you with an unparalleled gateway into a boundless virtual realm, a platform brimming with an irresistible tapestry of adventures, games, entertainment, artistry, and ceaseless excitement.
This identity explores the brand as a (uni)verse that contains the best of HEFTY and more. It is as amalgamation of what hefty stands for and its community while being exciting and accessible. Hefty’s brand identifier, in this case the dot, is used to create a custom font for the word-mark.
Hefty Verse is a portal into a new ground, dimension and space.
To represent that, the letter V was duplicated and reflected to explore different dimensions and perspectives and create a unique graphic system for the brand.
TEAM
Creative Lead Kunel Gaur, Sayantan Choudhury, Sheehij Kaul, Sheetal Raghav
Strategy Shrai Jamwal
Motion Design Parth Dake, Himanshu Balodi
3D Design Amar Chaurasia, Anubhav Kesarwani
Account Management Chetan Chopra, Achal Kaushik, Aaina Singh