Type and layout dance to their own beat in Hyperfocus’ flexing and subversive identity for IMAGINE

Self-described “thinkers and makers,” Berlin-based global creative agency IMAGINE is elevating brand engagement and storytelling through the power of music and sound. A collective of multidisciplinary, entrepreneurial creatives, their work stands at the intersection of creativity and commerce; gut and tech; head and heart. Tasked with creating its brand identity, Hamburg-based studio Hyperfocus devised a design system that echoes this evocative spirit while also resonating with both discerning agencies and music aficionados. They draw inspiration from the rebellious spirit of iconic magazines like i-D, The Face, and Popeye, as well as the raw energy of DIY fanzines, culminating in an aesthetic that’s equal parts nostalgia and expression. Each of these publications, according to Hyperfocus Co-founder Paul Watmough-Halim, “lives within the context of its appeal to a certain group of people it identifies with.” Guided by the spirit of the content, editorial design is a space for experimentation and reimagined rules. “We really liked this idea of creating a brand that had context,” he adds, “rather than one identifiable look.”