HOB

Context

House of Backbone is a marketing agency based in Dubai. It needed an identity that could keep up with its pace: many campaigns, many formats and a strong presence across the region.

Project

We built the identity around the spine, the “backbone” that gives the agency its name: an articulated structure, segment by segment, that supports and sets things in motion. The motion system follows directly, with elements linking together like vertebrae. Several interactive tools, a random grid and metaballs, let the team generate its own visuals without leaving the system.