The challenge
HyperWerx is SparkCognition's R&D facility, where AI gets built into physical machines and demonstrated for clients. It had to look like a place that moves faster and takes bigger risks than its parent company, close enough to stay in the family but clearly operating under different rules.

The solution
The X does the work. In military aircraft designation it stands for experimental, the prefix on every plane that was never guaranteed to fly. So I built the logo around it. The X doubles as a lightning bolt to signal how fast the lab develops and to carry the hard-edged, masculine feel of military imagery. I designed the identity and shot the photography.