HIDRA

A resilient brand for a growth-focused consultancy.

HIDRA is a UK and South Africa-based consultancy helping high-growth startups and scaleups in tech, property, retail, and hospitality strengthen operations and resilience under pressure.

We created a distinctive brand to match their sharp, resilient approach, with a name inspired by Greek mythology — the multi-headed serpent with regenerative abilities. Symbolising adaptability and growth, the visual identity features a bold, bespoke wordmark with subtle design elements representing iteration and strength, complemented by energetic colours and dynamic layouts.

About the project

The brand system was designed to be flexible yet impactful, with dynamic graphics and layered textures that reflected the messy but powerful reality of growth. The bold wordmark, juxtaposing sharp risers with mirrored counters, subtly conveyed the theme of iteration and adaptation.

Energetic colours and a layered ‘scales’ device gave depth across digital and print applications, while the tone of voice reinforced HIDRA’s confident, straight-talking personality. This distinctive identity ensured that HIDRA launched with clarity, confidence, and a strong point of difference in a crowded consultancy landscape.

Client
HIDRA

Sector
Professional Services

Disciplines
Naming
Brand Identity

“We created a distinctive brand to match their sharp, resilient approach, with a name inspired by Greek mythology — the multi-headed serpent with regenerative abilities.”

“This cohesive brand system has helped HIDRA launch with confidence and clarity, standing out in a crowded market with a memorable name and vibrant identity.”

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About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

Learn more

Aesthetic Works

Unit 4.01, The Tea Building
56 Shoreditch High Street
London E1 6JJ

hello@aesthetic.works
+44 (0)20 8242 1509