Three questions with Luna Raphael

In our latest 3 Questions blog, we sit down with Creative Director Luna Raphael to unpack our recent rebrand of Hubexo – from a new name to a complete rethink of what a construction company can look like in 2025.

1. Why did Hubexo need a new brand?

When a global brand like Hubexo (formerly Byggfakta Group) comes to you for a rebrand, it’s often because of a major transformation. In this case, Byggfakta Group had transitioned from public to private ownership with ambitious growth plans backed by private equity. It needed to unify under one single brand to replace a fragmented portfolio of over 60 regional product brands.

The construction industry is a visual and strategic sea of sameness dominated by blue tones and ‘conservative’ branding. We saw the opportunity to make Hubexo stand apart with a vibrant identity that better reflects its scale, ambition, and forward-thinking approach. 

2. Can you explain the new brand strategy?

The core strategy centred around positioning Hubexo as the central hub of the global construction ecosystem – a place where people, data, and insights converge to help the world ‘Build Better’.

We also carried out in-depth competitor analysis, both across the global construction sector and specifically in the Nordic region, to understand the visual and strategic landscape. This helped us identify a clear opportunity for Hubexo to break away from the ‘sea of blue’ and carve out a bold, differentiated position in the market.

From there, we developed:

• A clear brand idea and visual identity built around the concept of connection and growth
• A simplified architecture, clustering its 60+ product brands into five unified ‘atoms’
• A more accessible tone of voice to bring its values to life across regions
• A warm refresh of its existing values to guide employees in a more positive and inspiring way, e.g. ‘Be ambitious’ became ‘Dream big’.

We also developed its new name, Hubexo, to reflect its role at the nexus of the industry. The ‘x’ symbolises connection and convergence, strategically and visually.

3. What was the inspiration behind the brand design?

Our creative direction was shaped by three personality traits: leading, connected, progressive, and Hubexo’s vision to help the world ‘Build Better’.

Our aim was to create a brand that felt fresh (and distinct from competitors) but also had the gravitas of an established brand.

Visually, the brand draws on the metaphor of atoms each representing a key product group, connected through a central hub. This concept of modular connection led to a dynamic design language: a geometric logotype paired with organic, evolving graphic patterns.

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