Ayush Soni
Founder · Creative Director
Studios:HEX
Quotes
“We didn’t want to just make something that looked cool next to the product. We wanted the visual system to describe what the products do.”
“You can signal technical proficiency while still being warm and inviting.”
“The principle is that you control the brand’s presence by adjusting how many layers you use, how much colour and how complex the compositions get.”
“Instead of hiding the process, we leaned into it. You’ll see pathways forming, shapes in flux, diagrams that never really settle. That’s where the energy is.”
“We kept the actual ASCII typography as Alte Haas Grotesk for its ability to look good while condensed down and spaced out as needed.”
“There’s something about this blue that feels academic, technical and warm at the same time.”