Junction LDN
CLARITY. GROWTH. RESILIENCE.
Junction LDN
technology R&D
We were tasked to reimagine the RheoCube brand at a pivotal moment, as it evolved from Electric Ant Lab into a standalone business. The brief went beyond a visual refresh. It was about articulating a point of difference in a specialist category and expressing the leadership position the team had already earned. How could the brand capture both precision and scale in the way it thinks and works?
We began with an online, two-day workshop to test and refine early insights, shaping a bespoke strategic platform around the idea of “Zoom In & Zoom Out”; a way of describing RheoCube’s ability to operate across both big-picture innovation and lean, focused R&D. That duality became the foundation for a set of creative territories, one of which was developed into the new identity.
The resulting visual direction is more fluid and open, designed to reflect the adaptability within the name itself. It represented a brand that isn’t fixed or constrained, but able to respond to different sectors, partners and challenges while maintaining a sense of authority. Enabling us to move into digital, video and social applications, to help the brand to build a presence designed to grow as dynamically as the business behind it.