Wheelhub is a digital consultancy that helps businesses grow by building tailored technological solutions. They asked THRU for a complete rebranding, covering brand strategy, concept definition, and the creation of a new visual language across static and motion applications. The process began with a questionnaire to the leadership team and a strategic workshop to align vision, values, and positioning.

At the heart of the new identity is a custom-built gradient generator that functions as more than a visual element. Designed through code, it serves as a dynamic metaphor for Wheelhub’s role: adapting to context, responding to complexity, and solving human problems through technology. The gradient shifts and evolves, just like the solutions Wheelhub creates. By combining strategy, design, and generative systems, the identity becomes an active tool that mirrors the company’s approach, purposeful, adaptable, and always in motion.