Powering a month of deals through motion and identity
The Challenge HBM Machines tasked us with creating the visual identity for Black November 2.0: a refreshed campaign following the previous year, designed to feel new yet still immediately recognizable to the client base. The goal was clear: a month-long digital push showcasing deals across a vast range of tools, in multiple languages, and across multiple platforms.
Strategic Insight The campaign needed to balance familiarity and freshness. Existing clients should recognize the Black November identity, but the visuals also had to energize new audiences and stand out in a crowded digital marketplace. The solution: design a system that is visually coherent, flexible, and instantly tied to the HBM brand.
Creative Approach
Logo & Iconography: The “stock” mechanism in the logo was inspired by the battery bar of HBM’s power tools, a small detail that reinforced brand personality while signaling energy and capacity.
Digital-First Design: Motion design and digital assets were the campaign’s backbone, allowing deals to come alive online. Animations highlighted both full-range offers and individual products, keeping the campaign dynamic and visually engaging.
Multi-Language Tailoring: Assets were created in Dutch, French, and German, each adapted to its audience while maintaining consistent branding and messaging.
Scalable System: The campaign design system allowed for rapid production of hundreds of assets, ensuring cohesion across platforms and markets.
Execution & Experience Every day during Black November, customers interacted with vibrant, motion-driven visuals:
Animated banners and social media ads showcasing daily deals.
Motion graphics that visualized the breadth of the product range.
Product-focused assets highlighting tools in context, driving engagement and conversions.
Even with hundreds of assets, every piece adhered to the brand’s refreshed identity, reinforcing recognition and trust while keeping the experience fresh.
Impact & Significance
Cohesive Digital Presence: Despite the volume of assets, the campaign maintained a consistent, recognizable identity.
Audience Engagement Across Borders: Multi-language execution ensured relevance for Dutch, French, and German-speaking audiences.
Energy & Personality: The battery-inspired logo and motion design communicated power, urgency, and excitement, perfectly aligned with the campaign’s purpose.
Scalable Framework: The system allows HBM to reuse and adapt assets for future campaigns efficiently, without losing brand cohesion.
In Short Black November 2.0 for HBM Machines was more than a campaign, it was a dynamic, month-long celebration of deals, powered by motion, identity, and strategic design. Every asset, animation, and interaction reinforced the brand while energizing customers, proving that even a digital-first campaign can feel substantial, engaging, and unmistakably HBM.
