The word 'STUDIO ELEKTRA' in bold black capital letters on a white background.
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A billboard with branding for HUPO and The Shift, featuring a runner celebrating with arms raised and water splashing around on a blue sky background.

HUPO

HUPO, previously called BET (Breath Enhancement Training) had expanded their business offering, providing world-class programs that combined rigorous research, emotional and physiological intelligence, and inspiring mindset and wellbeing practices. As a result, the team needed a completely new brand identity to reflect this evolving direction.

Logo of the high-tech company Huo, with the words 'Realsing Human Potential' in blue next to it on a dark background.

Realising Human Potential. 

A new name — HUPO (short for HUman POtential) — was created to reflect the organisation’s broader mission and growing impact. Alongside the new name, a fresh brand identity and system were developed to support their world-class programs: EPIC, YPB, BET, and The Shift. The wordmark subtly nods to the original BET brand, while establishing a scalable naming architecture that allows sub-brands, iconography, and expression to extend seamlessly from the master brand. This strategic evolution repositioned HUPO from being perceived solely as a provider of breath workshops to a credible, premium offering fit for the corporate and performance wellbeing markets.

Diagram of the HUPOT logo with overlapping text and circles, showing design and grid guidelines for branding.
A comprehensive infographic about human potential and performance, including sections on core values, iconography framework, self-discovery, resilience, mental skills, stress management, and effective movement with various diagrams, charts, and illustrations.
A stack of three navy blue ring binders with labels numbered 01, 02, and 03, on a bright blue background. The top binder has the word 'Epic' in large light blue letters, and the word 'Workbook' below it.
Neon-style text that reads 'YBP' in colorful outlines and 'YBP' in white outlines on a dark background.
A digital graphic featuring a blue toggle switch labeled 'The Shift' on a dark background.
The word 'EPIC' in bold black letters on a light blue background.
The Reddit logo with the word 'PUP' written in large white letters on a red background.
Digital presentation slide titled 'EPIC: Emotional & Physiological Intelligence for Corporates' with the logo of HUPQ. The slide features the name 'Lisa Davidson' and a Deloitte logo. The background is split, with the left side white and the right side dark blue, including a visual diagram with concentric circles and labeled nodes.
Illustration of eight diverse people engaging in various activities, including resting, drinking a beverage, talking, running, eating, looking through a telescope, and knitting. The characters are stylized and colorful, with a simple light gray background.
An infographic showing various circular icons representing personal development principles like core values, character strengths, resilience, emotional wellbeing, and more, alongside a smartphone displaying a digital illustration of a person holding a water bottle.
A person wearing white New Balance sneakers, black socks with the word 'HUPOD' written on them, and a gold watch, sitting with their legs slightly bent. Next to them is a green background with attached identification badges for Marcus Hupo, with one badge having the text 'UP UP' in stylized letters.
An electronic billboard displays a list of cities with a message on the right side saying 'We've delivered programs Nationwide & International.' The city list includes London, New York, Los Angeles, Maldives, Auckland, Fiji, Vietnam, Sydney, Melbourne, Hobart, and Brisbane. There is also a button labeled 'Get in Touch' with an arrow pointing to the right.
A person kayaking in a water race, wearing a helmet with the Red Bull logo, and a white jersey with red and blue accents, navigating through waves and holding a paddle.
Person doing a handstand underwater in a swimming pool.
Part of a white hoodie with the logo 'HUPo' and text about human potential, seen on a person, with a blue Hang Ten towel with a white circle logo hanging beside it.

The Work.

Visual Identity
Naming
Iconography
Motion
Experience
Digital

Team.

Devon Baskerville
Nam Baldwin
Brett Robinson

Awards.

BADC Awards
Brand Identity, Bronze
Architecture and Design Awards
Brand Identity, Platinum

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Stylized letter S and H with dot logo design.

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