Under the hood of Seeper’s new identity, with art director Alex

“I wanted people to feel something before they experienced anything.”

Alex, Art Director

That was the challenge art director Alex set himself when creating our new identity. Here’s what’s under the hood.

The why

Last December we put a hard question to our old proposition, “Creators of Awe and Wonder”: what actually happens inside people when they feel those things?

We found awe isn’t the end point, it’s a trigger. It bonds us to the people around us and the place we’re in, before we’ve found a single word for it. As Spatial Storytellers, we engineer that moment with space, light, sound, scent, texture and taste. Awe and wonder are how we get there. Belonging is what we create.

But our look hadn’t caught up with our new perspective. We wanted to respect our past yet firmly focus on the horizon and Alex was clear from the start: “We weren’t looking to erase Seeper’s history; I wanted to build on it and give them the identity they deserved.”

The process

He began with one question: “How do you translate something immersive into an identity?”

• Two routes, one world. One route was all feeling: gradients, colour and flow. The other was all story: bold type, framing and editorial edge. Alex fused them.
• Circles and frames. They work on the page the way we work in a space. They pull focus, shift perspective and create movement.
• Feelings, not places. Alex used AI art direction (Midjourney and Flora) to put people inside impossible landscapes of light and scale. You feel the experience before you’ve stepped inside.
• Prompts, not just pictures. The new brand came with its own prompt library and creative guidance. We can keep growing the visual world ourselves.
• A creative dial, not a rigid template. Turn it up to introduce the studio. Turn it down to let the work speak.

The result

We have a new logo, typography and palette, plus a system built to evolve. It’s grown-up, premium and unmistakably ours. At times it made us nervous, but that’s how we knew it was right.

As Alex puts it: “The goal was never to just create a brand that could only be executed by us. It was to give Seeper the tools to keep pushing it forward.”

It has changed how people see us. Our new brand shows what we are: a creative experience studio with the technical brilliance of a production company. At IAAPA ESA, the brand’s first outing, visitors stopped to tell us it was one of the best stands they’d seen.

Thank you Alex. You’ve helped us realise an original, pure and intentional identity, ready for our next chapter.