Sum of parts: Lama Lama’s modular identity for Home is stacked with the creative agency’s potential

Social-first creative agency Home, formerly known as Hammerfest, has undergone a significant rebranding process to align with its new name and the phase the company finds itself in. Working with the agency’s in-house team, Amsterdam-based creative digital agency Lama Lama carried out the design development, crafting a fresh and recognisable modular identity that accurately reflects the current era of the company. One that, Partner & Creative Director Jort Boot explains, “conveys the right sense of energy, dynamism, quality, yet maturity.” The central element to this is the wordmark, where the letterforms themselves are constructed from geometric shapes. As individual components, they provide plenty of versatility at any scale, and in any application, from dominating OOH advertising on billboards as a gigantic brand mark, to adorning tote bags as a geometric, repeat pattern. “We were looking for a shape that is sustainable and dynamic, which allows us to create a design language that enables us to explore various forms,” Boot reveals. These letterforms also symbolise the brand’s foundation, indicating a space where multiple layers can be developed and explored. Lama Lama incorporated two typefaces in the rebranding – Neue Haas Unica and Teodor. These serif and sans-serif fonts were chosen for their complementary qualities, the former being more serious and stylish, and the latter being more functional and readable. The ratios of their usage can be tweaked depending on the kind of message being conveyed in the text. “Through this alternation,” Boot adds, “we can also determine the hierarchy in the design effectively.”