The Digital Cutting Room: HYRBA
Celebrating the Wild Swings and Near-Misses of Creative Exploration
Listen up, design and creative souls. We're opening our digital vault and showing you the beautiful chaos that never makes it to the client presentation.
The Unseen 80%
Here's a dirty little industry secret: About 80% of what we create dies a quiet death in the depths of our servers. Not because they're bad, but because design is messy, iterative, and gloriously unpredictable. Those rejected concepts? They're not failures. They're design's unsung heroes, waiting for their moment.
Some of these orphaned designs might get a second life with another client. Others will live forever in our digital archives, remembered only by design veterans who whisper about "that one concept from 2018 that was chef's kiss".
Pulling Back the Curtain
We're done with the polished showcase. Forget the pristine case studies and curated portfolios. We want to show you the raw, unfiltered design journey. The messy Figma work-session boards, the wild swings, the near-misses that make our creative hearts race.
This isn't just about showing off. It's about celebrating the process, the experiments, the "what-ifs" that never made it to the final slide.
Cannabis Marketplace: A Design Evolution
Take our branding project for Hyrba, a cannabis marketplace in San Francisco. What started as a seemingly straightforward brief turned into a design adventure that would make your head spin (and not just from the cannabis).
The client initially wasn't sold on a logo mark. But we saw potential in the unexpected – a concept inspired by multicultural tiles that could tell a story beyond the typical cannabis imagery.
We dove deep:
Muni lines cutting through San Francisco's landscape
The vibrant oranges that define the city's visual identity
Macro photography of cannabis flowers
Cultural patterns that speak to community and connection
Each iteration was a love letter to San Francisco's creative spirit – bridging Latin American artistry, Hispanic culture, Irish influences, and the city's iconic design language.
Why We're Sharing This
These posts are our love notes to the design process. They're for the designers who know that the journey is as beautiful as the destination. For the creatives who understand that every rejected concept is a stepping stone to something magical.
Want the full story? Peek at our complete case study at noise13.com/hyrba
Stay Curious, Stay Connected
We'll keep pulling back the curtain. More design adventures are coming your way. Hit that subscribe button and join our design rebellion.
Until next time, keep creating!
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I love seeing the creative work behind the curtain! Thanks for sharing.
Love this peek behind the curtain!