Refreshing the Hook & Loop Brand
Hook & Loop is the internal design agency of Infor, the third biggest enterprise software company. Into its fifth year, Hook & Loop was now going to pivot from being an agency focused on Infor legacy software, to creating net-new consumer facing products for mobile utility. My responsibility was to refresh the Hook & Loop brand, maintaining the youthful energy, technological knowledge and innovation of the parent company. I was inspired by the idea of retro-futurism and where technology could lead in this new endeavor.