From naming to the brand ecosystem. Kool Hub is not just a place. It's a growing community. A meeting point for brands, startups, experts, and creatives in the retail sector. The challenge: transforming its identity and communication to align with its innovative purpose. At identty, we undertook a complete rebranding project that connects space, philosophy, and business. We redefined its visual and verbal universe to make its disruptive, collaborative nature, specialized in point-of-sale solutions, tangible. Identity: structure, container, and selection • We started from an essential idea: Kool is a space. An open space, but not for everyone. The logo redesign is based on a geometric shape (the square) that acts as a container, filter, and symbol of belonging. The letter "K" becomes the axis of entry and access control, a visual representation of curation and community. • The color review reduced from four colors to two (deep blue and vibrant yellow), facilitating its application and reinforcing visual recognition. Graphic system: simplicity, modularity, and coherence • We defined a flexible typographic system based on the Raleway family, with multiple weights that allow for clear hierarchies. • We developed guidelines for photographic, iconographic, and textual use, as well as visual applications on digital and physical media, from cards to mugs and corporate presentations. Live communication: content, events, and networking • We created templates, videos, animated pieces, and resources for Instagram, Facebook, LinkedIn, and Twitter that express Kool's values in a coherent, adaptable, and editorial way. • We developed Kool Talks as a sub-brand with its own identity to promote talks, debates, and workshops around innovation and retail. • We designed activation campaigns for events, pop-ups, and showrooms with a full-funnel approach (awareness–leads–conversion), integrating landing pages, newsletters, blogs, and strategies in Google Ads and social media. This work is not just a graphic redesign, but the construction of a brand ecosystem that grows and adapts to the rhythm of the community that inhabits it.