Company Policy and Human Relations Studio reimagine HoneyBook with a new mark and modular system

“The new mark is built around the concept of client flow and the highly customised nature of an independents’ process,” Company Policy’s Creative Director Adam Katz tells us, discussing the NYC-based studio’s rebrand of HoneyBook, an internationally-operating client flow platform. “The mark features customised characters which elicit the feeling of a smooth, successful client project,” Katz explains, “from proposal to payment,” working in close collaboration with Sydney-based agency Human Relations Studio and HoneyBook’s in-house team to accomplish its desired, charming quality. “A bright rebel yellow was created to ensure HoneyBook stands out,” he adds, evolving the brand’s pre-existing hue. “It’s one of those things where you can’t use a different colour than what’s in the name to start with,” Katz details, however, transforming the previously more muted tone into something bolder and more vibrant. “The new yellow was made web-safe and supported our new secondary and tertiary colour palette,” Katz continues, “adding to the mix a series of tints we could use as backdrops,” thoroughly utilising the full spectrum of colours throughout due to the brand’s flexible, modular structure. “Every project and client has a story that is the sum of parts brought together,” Katz contextualises, “and to express this concept, we created a dynamic modular grid system that incorporates headlines, imagery and video,” alongside custom illustrations and graphic compositions referential to the notion of ‘flowing.’ “The grid also showcases how HoneyBook users and business owners truly do it all,” he notes, resulting in a reliable, rock-steady system established to last the test of time across its digital spaces – supported by CoType Foundry’s Aeonik as the brand’s hero typeface. “We chose Aeonik due to its modernist structure and organic curvatures,” Katz concludes, “we loved the various weights that accompany the typeface and international character set.”