In a world where branding plays a crucial role in conveying a company’s mission, QuestOne set out to redefine itself with a bold new visual identity. As a leader in hydrogen technology, they needed more than a standard rebrand—they wanted a dynamic, versatile key visual that would communicate their dedication to innovation and sustainability on a global scale. The result was the “Hydrogen Circle,” a 3D design that encapsulates the company’s commitment to renewable energy. This article dives into the creative process and strategic thinking that shaped QuestOne’s new brand identity.
The Challenge
QuestOne, formerly known as H-Tec, was in the process of repositioning their brand to establish themselves as a global leader in hydrogen technology. With the launch of a new production facility, QuestOne needed to strengthen its focus on large-scale industrial production and international expansion. The challenge was to create a key visual that not only represented this technological innovation but also communicated their broader mission of reducing greenhouse gas emissions. The rebranding needed to emphasize the company’s pioneering role in renewable energy while remaining flexible enough for diverse media applications
Crafting a Pioneer’s Identity
Merging Creativity and Strategy to Define a New Era
Benefit 01: Powerful Branding Impact
The key visual positioned QuestOne as a pioneer in the renewable energy sector.
Benefit 02: Versatile Design Assets
Multiple formats, including loops, close-ups, gradients, animations, and icons, allowed the brand to use the visual consistently across various platforms.
Benefit 03: Enhanced Public Perception
QuestOne’s rebranding garnered positive reception, setting a strong visual foundation for future growth and visibility.
The Solution
Building a dynamic visual system
Collaborating closely with Strichpunkt, I developed the “Hydrogen Circle,” a powerful 3D key visual that symbolizes QuestOne’s mission. This visual, which represents the cyclical nature of hydrogen energy, embodies the brand’s forward-thinking approach and their quest for global environmental impact. Through extensive exploration of over 50 iterations, we refined key aspects such as twist, openness, and color gradients, ultimately crafting a dynamic, modular design that could be used flexibly across all channels, from digital platforms to large-scale print applications.
The final result was a bold and impactful key visual that plays a central role in QuestOne’s rebranding. It reinforced their positioning as an industry leader, resonating with their mission to combat climate change and lead hydrogen innovation. The “Hydrogen Circle” is not just a visual—it’s a symbolic representation of their quest to transform the energy landscape on a global scale.
Process
Exploration to Execution
The process began with Strichpunkt’s clear vision for the key visual, which I expanded through creative exploration. We explored different visual properties of the Hydrogen Circle, testing over 50 variations to find the right balance between aesthetic appeal and technical precision. One of the key challenges was rendering the glass materials, which required careful control over the environment to reflect QuestOne’s brand colors accurately.
With high-resolution 10K files needed for print media, the technical demands were significant, but ultimately the final form emerged naturally through our iterative process. The result was a flexible, modular visual system that could adapt seamlessly across various formats, reinforcing the boldness and scalability of the brand.
“A big THANK YOU again for rocking along and your work! We get great feedback and you have contributed a lot to that! The Circle’s animations looked amazing on the big stage!”
Eva Koch, Creative Director at Strichpunkt