{
  "schemaVersion": "1.0.0",
  "name": "Lazy Eight selected client engagements",
  "updated": "2026-09-24",
  "publisher": {
    "name": "Lazy Eight",
    "url": "https://lazyeight.design/",
    "entityId": "https://lazyeight.design/#organization"
  },
  "url": "https://lazyeight.design/clients.json",
  "readableUrl": "https://lazyeight.design/clients/",
  "description": "What Lazy Eight worked on across 18 documented projects, including the current homepage selection and retained case studies. Engagement context, specific contributions and source links.",
  "editorialNotes": [
    "These are first-party engagement accounts, including current agency editorial corrections. Source links provide provenance, not independent verification of every statement.",
    "The selection documents work undertaken, not a complete client roster or a statement that every engagement is ongoing.",
    "Descriptions concern the named brand, product or business unit. Client funding, valuations and sector forecasts are not engagement outcomes and are not included in this dataset.",
    "Engagement years are included only where confirmed for this edition. An omitted year means it is not supplied here.",
    "New Brand Build and Brand Evolve are the current programs. Other engagement-type labels describe historical scope, not additional programs. Business developments are context, not results attributed solely to Lazy Eight."
  ],
  "clients": [
    {
      "id": "dream-beauty",
      "clientName": "Dream Beauty",
      "engagementSubject": "Zero-to-one brand and launch system for the beauty company",
      "sector": "Beauty",
      "engagementType": "New Brand Build",
      "engagementYear": 2025,
      "whatWeDid": [
        "Strategy",
        "Positioning",
        "Naming",
        "Brand system",
        "Packaging system",
        "Website UI/UX",
        "Go-to-market assets"
      ],
      "summary": [
        "Dream Beauty began with a simple idea: makeup should feel at home in everyday life, not just under a spotlight. The founders wanted a gentler approach to beauty, with lightweight, skincare-infused formulas and a sense of quiet self-expression. Our role was to turn that ambition into a brand ready to meet the world.",
        "We worked with the founders on strategy, positioning, naming and the brand system, then built an extensive packaging system across products and shades. We carried the same visual language into website UI/UX and go-to-market assets, bringing the pieces together into a brand that felt warm, intuitive and easy to explore.",
        "Dream Beauty went on to launch on Nykaa, which featured its blush, foundation and lipstick range in August 2025. The listing gave customers another way to discover the brand, bringing its everyday approach to beauty to a wider audience."
      ],
      "readableUrl": "https://lazyeight.design/clients/#dream-beauty",
      "portfolioPath": "/portfolio/dream-beauty",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#dream-beauty",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/dream-beauty",
          "supports": "Engagement scope and first-party account supplied by Lazy Eight."
        },
        {
          "type": "brand account",
          "publisher": "Dream Beauty",
          "url": "https://shopdreambeauty.com/pages/about-us",
          "supports": "The brand's lightweight, skincare-infused makeup positioning; not independent evidence of Lazy Eight's role."
        },
        {
          "type": "brand launch announcement",
          "publisher": "Dream Beauty via PRLog",
          "url": "https://www.prlog.org/13081695-indias-hottest-new-cosmetic-brand-dream-beauty-launches-this-12th-june.html",
          "supports": "Brand launch on 12 June 2025; not independent evidence of Lazy Eight's role."
        },
        {
          "type": "retailer publication",
          "publisher": "Nykaa",
          "url": "https://www.nykaa.com/beauty-blog/new-at-nykaa-underated-dream-beauty-tbc",
          "supports": "The August 2025 Nykaa listing, not sales or a financial outcome."
        }
      ]
    },
    {
      "id": "monvue",
      "clientName": "Monvue",
      "engagementSubject": "Skin-tone-inclusive beauty brand, beginning with cosmetic contact lenses",
      "sector": "Beauty",
      "engagementType": "New Brand Build",
      "engagementYear": 2026,
      "whatWeDid": [
        "Brand thesis and positioning",
        "Naming",
        "Brand system",
        "Packaging",
        "Retail kiosks and in-store displays",
        "Website UI/UX",
        "E-commerce development",
        "Go-to-market strategy and content",
        "Post-launch brand custodianship"
      ],
      "summary": [
        "Monvue began with a gap in the market: coloured contact lenses had rarely been designed for darker skin tones. The founder spent a year designing and developing lenses for India's broad skin spectrum. Her ambition went beyond contact lenses: a beauty brand with Indian skin tones at the centre, starting with the eyes.",
        "We took that ambition from idea to launch, defining the brand's thesis, positioning and place in the market. We developed the name and brand system, designed the packaging, retail kiosks and in-store displays, and handled website UI/UX and e-commerce development. Go-to-market strategy and content carried the same thinking through launch.",
        "Post-launch, our work continued through brand custodianship, supporting expansion beyond India and the development of new product categories built around skin spectrum."
      ],
      "readableUrl": "https://lazyeight.design/clients/#monvue",
      "portfolioPath": "/portfolio/monvue",
      "relatedResearch": [
        "https://lazyeight.design/research/skin-spectrum/"
      ],
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#monvue",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        }
      ]
    },
    {
      "id": "blue-tokai",
      "clientName": "Blue Tokai",
      "engagementSubject": "Digital and e-commerce foundation for the specialty coffee business",
      "sector": "Coffee / Retail",
      "engagementType": "New Brand Build",
      "engagementYear": 2014,
      "whatWeDid": [
        "E-commerce website UI/UX and development",
        "Refinement of the existing brand system",
        "Supporting collaterals",
        "Go-to-market planning and assets",
        "Investor presentations"
      ],
      "summary": [
        "Blue Tokai came to us with a single cafe and a clear ambition: to take great coffee from India's estates to people across the country. The founders had built something people loved in person. The next step was to make that same coffee, its provenance and the experience around it accessible well beyond the cafe.",
        "We designed and developed their e-commerce website, giving the brand a way to sell directly across India. We refined the existing brand system, created supporting collaterals, and helped with go-to-market planning and assets. Investor presentations gave the founders a clearer story as they sought the capital to scale.",
        "Blue Tokai has since grown into a specialty coffee brand with a national footprint and a presence in Japan and the UAE."
      ],
      "roleClarification": "The core mandate was digital. Blue Tokai had an existing identity; this was not its original logo or a full corporate rebrand.",
      "readableUrl": "https://lazyeight.design/clients/#blue-tokai",
      "portfolioPath": "/portfolio/blue-tokai",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#blue-tokai",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/blue-tokai",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "sabyasachi",
      "clientName": "Sabyasachi",
      "engagementSubject": "Digital presence for the jewellery collection",
      "sector": "Luxury / Jewelry",
      "engagementType": "New Brand Build",
      "engagementYear": 2017,
      "whatWeDid": [
        "Jewellery launch positioning",
        "Website UI/UX",
        "Website development",
        "Go-to-market assets with the marketing team"
      ],
      "summary": [
        "Sabyasachi was already one of India's most recognised couture houses when they came to us with an ambition beyond clothing. The next chapter was jewellery: carrying the house's craft, cultural depth and distinctive point of view into a new category. It needed to feel unmistakably Sabyasachi, with a digital presence to match.",
        "We helped shape the positioning for the jewellery launch and translated it into the website, from UI/UX design through development. Alongside their marketing team, we created go-to-market assets that carried the same thinking across the launch, giving the collection a digital setting as considered as the pieces.",
        "Jewellery has become an established part of the Sabyasachi business, extending the house into a new category."
      ],
      "roleClarification": "The engagement used the house's existing creative direction. It was not a new Sabyasachi identity.",
      "readableUrl": "https://lazyeight.design/clients/#sabyasachi",
      "portfolioPath": "/portfolio/sabyasachi",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#sabyasachi",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/sabyasachi",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "aereo",
      "clientName": "Aereo",
      "engagementSubject": "Brand evolution from Aarav Unmanned Systems to Aereo",
      "sector": "Drones",
      "engagementType": "Brand Evolve",
      "whatWeDid": [
        "Naming",
        "Naming narrative",
        "Brand system and visual language",
        "Website UI/UX",
        "Motion",
        "Go-to-market assets with the existing marketing team"
      ],
      "summary": [
        "Aarav Unmanned Systems came to us ready for a new chapter: a modern name and brand that could reflect its ambition in industrial drones. The team wanted a clearer position in a deeply technical market, connecting its engineering with the value it could bring to mining and other industries managing large physical assets.",
        "We helped create Aereo, developing the name, naming narrative and brand system around that ambition. We carried the visual language into website UI/UX, motion and go-to-market assets, working alongside the existing marketing team to give the business a consistent way to introduce itself and its technology.",
        "Aereo works in industrial drone and aerial-data applications, including mining and the management of large physical assets."
      ],
      "roleClarification": "Our role was the brand system, not drone engineering or aerial-data operations.",
      "readableUrl": "https://lazyeight.design/clients/#aereo",
      "portfolioPath": "/portfolio/aereo",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#aereo",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/aereo",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "431-88",
      "clientName": "431-88",
      "engagementSubject": "Brand and commerce system for the ready-to-wear label 431-88",
      "sector": "Luxury / Fashion",
      "engagementType": "New Brand Build",
      "engagementYear": 2018,
      "whatWeDid": [
        "Strategy",
        "Naming",
        "Brand identity",
        "Content",
        "Packaging",
        "Shopify commerce"
      ],
      "summary": [
        "431-88 was conceived as Shweta Kapur's response to fashion excess: a ready-to-wear label built on restraint, with the authority of couture and a point of view rooted in India. The opportunity was to create a luxury language that felt confident and established from the start, without relying on spectacle.",
        "We built the brand as one cohesive expression, developing strategy, naming and identity together before carrying the direction into content, packaging and Shopify commerce. A stark visual language brought contrast and restraint to every touchpoint. Typography, proportion, material and spacing worked together to give editorial storytelling room to breathe while keeping the shopping experience clear, credible and easy to navigate.",
        "The result was a consistent foundation for the designer's point of view across physical and digital spaces. Rather than competing with the clothes, the system gave them a recognisable setting. It was designed to carry the same quiet confidence across collections, commerce and the everyday details through which people encounter the label."
      ],
      "readableUrl": "https://lazyeight.design/clients/#431-88",
      "portfolioPath": "/portfolio/431-88-by-shweta-kapoor",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/431-88-by-shweta-kapoor",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "simple-energy",
      "clientName": "Simple Energy",
      "engagementSubject": "Brand and digital foundation for the electric mobility business",
      "sector": "Electric Mobility",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Logo unit",
        "Brand narrative",
        "Brand system",
        "Website UI/UX",
        "Go-to-market assets"
      ],
      "summary": [
        "Simple Energy came to us with the ambition to build one of India's leading electric mobility brands. The team had a new business and a clear sense of where it wanted to go. It needed a recognisable identity and a digital presence that could introduce its scooters to riders across the country and earn their confidence.",
        "We created the logo unit, shaped the brand narrative and built a visual system that could work across the business. We carried the identity into website UI/UX and go-to-market assets, bringing the same character to the way people discovered the brand, explored its products and encountered it at launch.",
        "Simple Energy has continued to develop its electric mobility business and expand the reach of its scooters."
      ],
      "roleClarification": "Our contribution was brand and digital experience, not vehicle engineering or manufacturing.",
      "readableUrl": "https://lazyeight.design/clients/#simple-energy",
      "portfolioPath": "/portfolio/simple-energy",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#simple-energy",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/simple-energy",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "gameskraft",
      "clientName": "Gameskraft",
      "engagementSubject": "Foundational corporate brand for a multi-product gaming business",
      "sector": "Gaming / Technology",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Corporate narrative",
        "Brand architecture",
        "Brand identity",
        "Typography",
        "Colour system",
        "Motion rules"
      ],
      "summary": [
        "Gameskraft was building a consumer technology business in a category that was still finding its place in India. The brief was to create a foundational brand for a multi-product gaming company, giving the organisation a coherent identity before new studios, titles and platforms made the system more complex.",
        "We developed the corporate narrative, brand architecture and identity as one connected system. Typography, colour and motion rules gave teams a recognisable set of elements that could adapt across interfaces, products and communication. The parent brand needed to hold these expressions together without making every game look the same, creating room for expansion while preserving a clear relationship between the parts.",
        "The work established a common language for employees, partners and product teams. This was a brand foundation built for repeat use, not a campaign or a rebrand of individual game titles."
      ],
      "roleClarification": "This was a corporate brand foundation, not a rebrand of each individual game.",
      "readableUrl": "https://lazyeight.design/clients/#gameskraft",
      "portfolioPath": "/portfolio/gameskraft",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/gameskraft",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "varalife",
      "clientName": "Varalife",
      "engagementSubject": "Brand-to-commerce build for the longevity product range",
      "sector": "Longevity / Health",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Naming and naming story",
        "Brand narrative",
        "Brand system",
        "Packaging",
        "Website UI/UX",
        "E-commerce development",
        "Go-to-market strategy",
        "Content",
        "Performance marketing"
      ],
      "summary": [
        "Varalife began with a brother and sister who wanted to build a longevity brand in India for the world. NMN-based formulations were the starting point, with an ambition to build a broader nutraceutical business over time. The challenge was to make a complex category feel clear, credible and approachable.",
        "We developed the name, naming story, brand narrative and visual system, then carried them into packaging and the website. Our work covered UI/UX, e-commerce development, go-to-market strategy, content and performance marketing, bringing the brand together from the first product through launch and growth.",
        "Varalife has since grown beyond its first NMN formulations into a wider longevity range, including VaraPace protein and VaraCare sleep supplements. The brand has evolved from a single starting point into a broader portfolio for everyday use."
      ],
      "roleClarification": "This describes brand and communication work, not evidence of clinical efficacy or a quantified health outcome.",
      "readableUrl": "https://lazyeight.design/clients/#varalife",
      "portfolioPath": "/portfolio/varalife",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#varalife",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/varalife",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        },
        {
          "type": "brand website",
          "publisher": "Varalife",
          "url": "https://vara.life/",
          "supports": "Product range, not efficacy or a quantified health outcome."
        }
      ]
    },
    {
      "id": "hyperloop-one",
      "clientName": "Hyperloop One",
      "engagementSubject": "Indian market-entry communication for the proposed Pune to Mumbai corridor",
      "sector": "Mobility / Infrastructure",
      "engagementType": "India Market Entry",
      "whatWeDid": [
        "Market-entry narrative",
        "Public-facing communication",
        "Information structure",
        "Digital experience"
      ],
      "summary": [
        "Hyperloop One's proposed Pune to Mumbai corridor was a frontier infrastructure idea entering an unfamiliar public conversation. The challenge was to make its ambition understandable in an Indian context, connecting a technical proposition with the regional priorities that mattered to government, industry and the people it hoped to serve.",
        "Our work translated the corridor vision into a public-facing narrative and experience. The communication moved beyond speed alone to explain the proposal through connectivity, employment and regional opportunity. A consistent language helped organise complex information for different audiences, giving the Indian market-entry story a clearer structure without asking every reader to begin with the mechanics of the technology.",
        "This is an archived market-entry engagement, not a claim that the corridor was built. Hyperloop One ceased operations in 2023. The design challenge remains instructive: ambitious infrastructure needs a story people can understand, while proposals, projections and delivered outcomes must remain distinct."
      ],
      "roleClarification": "Archived proposal-stage work. The corridor was not delivered by this engagement; Hyperloop One ceased operations in 2023.",
      "archived": true,
      "readableUrl": "https://lazyeight.design/clients/#hyperloop-one",
      "portfolioPath": "/portfolio/hyperloop-one",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/hyperloop-one",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        },
        {
          "type": "company status reporting",
          "publisher": "Reuters",
          "url": "https://finance.yahoo.com/news/high-speed-transportation-firm-hyperloop-223804654.html",
          "supports": "Hyperloop One ceased operations in December 2023."
        }
      ]
    },
    {
      "id": "3one4",
      "clientName": "3one4 Capital",
      "engagementSubject": "Brand evolution for founder and institutional investor audiences",
      "sector": "Venture Capital",
      "engagementType": "Brand Evolve",
      "whatWeDid": [
        "Visual identity evolution",
        "Typography",
        "Layout system",
        "Motion",
        "Digital presence",
        "Investor presentations",
        "Internal tools and templates"
      ],
      "summary": [
        "As 3one4 Capital matured, its brand needed to speak with equal clarity to founders and institutional investors. The brief was to express the firm's judgement and long-term orientation without losing the contemporary, builder-minded character that made it distinctive.",
        "We evolved the visual system through typography, layout, rhythm and selective motion. The language carried across the digital presence, investor presentations, internal tools and working templates. It gave the firm a consistent way to communicate at different scales, from a founder's first encounter to the more detailed materials used in institutional relationships.",
        "A venture firm's identity must work across two different decisions: a founder choosing a partner and an investor choosing a fund."
      ],
      "readableUrl": "https://lazyeight.design/clients/#3one4",
      "portfolioPath": "/portfolio/3one4",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/3one4",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "nilkamal",
      "clientName": "Nilkamal Sleep",
      "engagementSubject": "Nilkamal Sleep, the sleep sub-brand within Nilkamal",
      "sector": "Sleep / Retail",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Positioning",
        "Tone of voice",
        "Visual language",
        "Digital experience",
        "Guided product discovery",
        "Sleep Quiz"
      ],
      "summary": [
        "Nilkamal was building a distinct sleep business within an established furniture company. The challenge was to carry the reassurance of the parent name into a more considered sleep proposition, with an identity and buying experience that could stand on their own.",
        "We shaped Nilkamal Sleep's positioning, voice and visual language, then brought them into a digital experience centred on guided product discovery. Clear product information and the Sleep Quiz helped organise a complex choice. The work concerned the sleep sub-brand, creating a distinct expression while retaining a useful connection to Nilkamal's existing recognition.",
        "A trusted parent name can open the door to a new category. The sub-brand still needs to explain its proposition and make the purchase easier."
      ],
      "roleClarification": "This engagement concerned Nilkamal Sleep, not a rebrand of the entire Nilkamal group.",
      "readableUrl": "https://lazyeight.design/clients/#nilkamal",
      "portfolioPath": "/portfolio/nilkamal",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/nilkamal",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "dr-agarwals",
      "clientName": "Dr. Agarwal's",
      "engagementSubject": "Connected digital patient experience for the eye-care network",
      "sector": "Healthcare",
      "engagementType": "Brand Evolve",
      "whatWeDid": [
        "Patient journey design",
        "UX",
        "Information architecture",
        "Interface flows",
        "Patient-facing language"
      ],
      "summary": [
        "Dr. Agarwal's needed a patient experience that could work across a large, distributed eye-care network. The brief went beyond an application: it connected the moments before, during and after a visit, where clear information and a reassuring journey matter as much as a quick digital interaction.",
        "We shaped the experience around two different needs: confident digital users looking for speed, and people who needed more guidance at each step. Simpler language, clearer information hierarchy and considered flows brought booking, preparation, treatment information and follow-up into one connected journey. The design sought to anticipate uncertainty while remaining practical for a multi-centre healthcare organisation.",
        "The result was a digital foundation designed for continuity across touchpoints, rather than a collection of isolated screens. Our contribution was to the patient experience, not the clinical treatment or medical outcomes. The aim was to make the next step easier to understand and the overall journey feel more coherent."
      ],
      "roleClarification": "The contribution was to patient experience, not medical treatment or clinical outcomes.",
      "readableUrl": "https://lazyeight.design/clients/#dr-agarwals",
      "portfolioPath": "/portfolio/dr-agarwals",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/dr-agarwals",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "hashed",
      "clientName": "Hashed Emergent",
      "engagementSubject": "Zero-to-one brand for Hashed Emergent",
      "sector": "Web3 / Venture Capital",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Strategy",
        "Brand identity",
        "Motion language",
        "Digital foundations",
        "Graphic system"
      ],
      "summary": [
        "Hashed Emergent was being established as a venture platform for founders in India and other emerging markets. The brief was a zero-to-one brand build: create an identity that felt close to regional builders while carrying the credibility and international perspective of the wider Hashed network.",
        "We developed the strategy, identity, motion language and digital foundations together. Modular grids, restrained colour and a distinctive graphic system gave the platform a consistent expression across research, investing, events and communication. The work prioritised clarity and recognition, building a language that could move with a fast-changing technology ecosystem without depending on the visual conventions of a passing trend.",
        "The resulting system gave the new platform its own voice while retaining a clear relationship to Hashed. It was designed to support repeated use across teams and formats, bringing continuity to the places founders encounter the business. This case concerns Hashed Emergent, not a rebrand of the parent investment firm."
      ],
      "roleClarification": "The client subject was Hashed Emergent, not a rebrand of the parent investment firm Hashed.",
      "readableUrl": "https://lazyeight.design/clients/#hashed",
      "portfolioPath": "/portfolio/hashed",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/hashed",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "diageo",
      "clientName": "Diageo",
      "engagementSubject": "McDowell's & Co Distiller's Batch Indian single malt",
      "sector": "Alcobev",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Positioning",
        "Narrative",
        "Naming",
        "Digital experience",
        "Go-to-market strategy"
      ],
      "summary": [
        "Diageo was introducing McDowell's & Co Distiller's Batch, an Indian single malt with a distinct premium ambition. The challenge was to establish a new expression within a familiar brand family, giving its craft and provenance a clear place in the market.",
        "We shaped the positioning, narrative and naming, then translated that direction into the digital experience and go-to-market strategy. The work focused on the new whisky expression, not a rebrand of Diageo. Each touchpoint needed to make the product's character legible while distinguishing it from the expectations attached to the parent brand.",
        "A new premium expression needs its own reason to be chosen, even when it comes from a well-known brand family."
      ],
      "roleClarification": "This was work on a new whisky expression, not a Diageo corporate rebrand or a claim to its packaging awards.",
      "readableUrl": "https://lazyeight.design/clients/#diageo",
      "portfolioPath": "/portfolio/diageo",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/diageo",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "little-joys",
      "clientName": "Little Joys",
      "engagementSubject": "Little Joys, the children's wellness brand within Mosaic Wellness",
      "sector": "Kids Wellness",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Naming",
        "Logo development from the founder’s son’s handwriting",
        "Brand system",
        "Packaging system",
        "Website UI/UX and development",
        "Go-to-market assets",
        "Launch support for the in-house marketing team"
      ],
      "summary": [
        "Mosaic Wellness had already established Man Matters for men and Bodywise for women when they came to us to build their next vertical: Little Joys, a wellness brand for children. The ambition was to create a modern, playful brand that children could enjoy and parents could trust, bringing both audiences into the same world.",
        "We helped with naming and built the brand and packaging systems around a personal detail: the founder's son wrote out Little Joys, and his handwriting became the logo. We carried that character into website UI/UX and development, created go-to-market assets, and supported the in-house marketing team through launch.",
        "Little Joys has grown within the Mosaic Wellness portfolio and developed an international presence. Our contribution was the brand and launch foundation, alongside the in-house team."
      ],
      "roleClarification": "Little Joys is the engagement subject. Parent-company valuations are not a Little Joys valuation or an outcome attributable to this work.",
      "readableUrl": "https://lazyeight.design/clients/#little-joys",
      "portfolioPath": "/portfolio/little-joys",
      "sources": [
        {
          "type": "first-party engagement record",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/clients/#little-joys",
          "supports": "The current first-party account of the engagement, including the September 2026 editorial revision."
        },
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/little-joys",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "dag",
      "clientName": "DAG",
      "engagementSubject": "Identity evolution from gallery to wider art institution",
      "sector": "Art / Culture",
      "engagementType": "Brand Evolve",
      "whatWeDid": [
        "Brand identity evolution",
        "Monogram",
        "Typography",
        "Modular grids",
        "Colour system",
        "Motion",
        "Digital experience"
      ],
      "summary": [
        "DAG needed to move from a gallery identity towards a broader institutional presence. The challenge was to express the depth of its scholarship, archives and exhibitions in a contemporary system, while keeping Indian art and its histories at the centre.",
        "We evolved the identity through a new monogram, typography, modular grids and a palette informed by Indian pigments. Motion and a rebuilt digital experience extended that language across the institution. The system was designed to give exhibitions, publishing and archives a shared structure without allowing the brand to compete with the work it presents.",
        "Indian art institutions connect scholarship, exhibitions and archives with a wider public. A coherent identity helps that work travel across galleries, publishing and digital access."
      ],
      "readableUrl": "https://lazyeight.design/clients/#dag",
      "portfolioPath": "/portfolio/dag",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/dag",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    },
    {
      "id": "nomnom",
      "clientName": "NomNom",
      "engagementSubject": "Brand-to-launch system for the dairy brand",
      "sector": "FMCG / Dairy",
      "engagementType": "New Brand Build",
      "whatWeDid": [
        "Positioning",
        "Naming",
        "Brand identity",
        "Packaging",
        "Digital touchpoints",
        "Launch communication"
      ],
      "summary": [
        "NomNom was conceived around a clear proposition in a crowded everyday category: make provenance and product information easier to understand. The challenge was to build a new dairy brand that felt considered from the first encounter, earning attention through clarity rather than a louder set of claims.",
        "We developed the positioning, name and identity, then carried that direction into packaging, digital touchpoints and launch communication. The system brought a calm visual language to a high-frequency purchase, organising the information people need without relying on familiar pastoral imagery. Each expression needed to work independently on a shelf or screen while remaining recognisably part of the same brand.",
        "The result was a connected foundation for taking the proposition to market. In a category built around daily habits, consistency matters: the promise on the pack and the story online should support the same understanding. The work focused on making that relationship clear, without substituting branding for evidence of product quality."
      ],
      "readableUrl": "https://lazyeight.design/clients/#nomnom",
      "portfolioPath": "/portfolio/nomnom",
      "sources": [
        {
          "type": "first-party case account",
          "publisher": "Lazy Eight",
          "url": "https://lazyeight.design/portfolio/nomnom",
          "supports": "Engagement context and scope; the record also incorporates current agency editorial corrections."
        }
      ]
    }
  ]
}