After over 10 years of business, it was time to take the brand to the next level. The founder of DAYY  loves the idea of Shibui (渋い), the Japanese aesthetic of simple, subtle, and unobtrusive beauty. This was a perfect place for Hyperfocus to start to create a beautiful clean and elegant brand system. Motion plays a key role in pushing our narrative along throughout the whole brand experience. Together with the gradient concept that starts and ends the day, they use a simple line pictogram illustration that describes the studio’s services and micro details that stylishly animate to frame the design.