adhoc lab is a behavioral science and R&D studio founded by two psychologists I had previously collaborated with on the public service Eva. Their work explores how applied research can improve social and professional integration—often in collaboration with public actors and NGOs.
In 2022, they asked me to help design a new identity that would better reflect their values: human, playful, and accessible—far from the cold and corporate codes of traditional consultancies.
I designed a modular identity built around a typographic symbol combining the initials “a”, “h” and “l” in abstract, interlocking shapes. The symbol can be rotated or repeated into patterns, evoking both logic and adaptability. The color palette mixes a deep blue with warm ochre, blush red and ivory, suggesting both seriousness and empathy.
The final delivery included the logo system, as well as a set of patterns, visual principles and an animated version for future use across print and digital formats.
Technical information / Metadata
Year: 2022
Client: adhoc lab — behavioral science & public R&D studio
Role: Visual identity designer (freelance)
Deliverables: Logo system, color palette, visual guidelines, assets for print and web
Tools: Illustrator, Figma
Collaborators: Founders and research team at adhoc lab
Website: ad-hoc-lab.com
