All work
Case Study 03 — 2024
Helio Studio
Identity, motion language, and a Webflow site for a generative design studio in Berlin.
Client
Helio Studio
Role
Brand & Web Designer
Duration
6 weeks
Team
1 Motion designer · 1 Developer
Helio Studio 2024
HS
Helio Studio
01 — Context
The brief, in plain terms.
Helio is a small generative-design studio with strong work and zero brand presence. They needed an identity that matched the strangeness of what they make.
The challenge
Build an identity system that feels alive without becoming gimmicky — and that survives outside of a curated case study.
02 — Approach
How I broke down the problem.
- 01
Anchored the system on a single typographic idea: a serif that breaks its own rules.
- 02
Designed the motion language before the static logo — movement first, mark second.
- 03
Built the site in Webflow with custom shader backgrounds, no JS bloat.
- 04
Wrote the brand book like a pocket manifesto, not a corporate doc.
03 — Deliverables
- Wordmark + secondary marks
- Type system and motion principles
- Webflow site with custom GLSL shaders
- Brand guidelines
04 — Outcomes
3×
Inbound leads in Q1
98
Lighthouse score
1
Brand awarded by It's Nice That
0
Stock assets used
05 — Reflection
“Brand is the residue of a thousand small decisions. The logo got 5% of the attention.”
Next project — 04