HIDRA
A fearless brand for a growth-focused consultancy.
OVERVIEW
Background
Based between the UK and South Africa, HIDRA is a business consultancy that supports high-growth startups and scaleups in the tech, property, retail, and hospitality sectors. Their mission is to help businesses strengthen operations, sharpen resilience, and stay standing when the stakes are highest.
The Challenge
Our client required a distinctive identity and brand story to match their sharp thinking and fearless approach. They needed a name, visual language, and positioning that would resonate with ambitious founders — and stand apart from bland, corporate consultancy clichés.
The Work
We named the consultancy HIDRA — a nod to the multi-headed serpent of Greek mythology that grows stronger with every attempt to destroy it. It’s a metaphor for resilience, adaptability, and multiplying strength — values at the heart of the brand. The visual identity centres around a bold, bespoke wordmark. Juxtaposed risers and reflected counters within the lettering subtly symbolise growth through iteration — the messy, powerful reality of building something that lasts. Energetic colours, a layered ‘scales’ graphic device, and dynamic layouts add depth and texture across digital and physical touchpoints.
The Impact
From pitch decks to client presentations and digital channels, HIDRA’s new brand system brings confidence, energy and cohesion. It’s helped them launch into market with clarity and confidence — and with a name no one forgets.
CLIENT
HIDRA
Professional services, UK and South Africa
DISCIPLINES
Brand strategy
Naming
Visual identity
Brand guidelines
Editorial design
Digital design
RELATED WORK
GET IN TOUCH
New business
chris@aesthetic.works
+44 (0)20 8242 1509
General enquiries
studio@aesthetic.works
+44 (0)20 8242 1509
ABOUT US
Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We help ambitious brands and businesses transform from everyday to extraordinary — with clarity, character, and connection.
The small print
Instagram
LinkedIn
© 2002 — 2025 Aesthetic Works