The challenge was to create a fundamental shift in the brands perception "from startup to infrastructure leader". The brand evolution was rooted in the belief that infrastructure matters and there responsibility is in building technology and data centers that regenerate resources and positively impact the communities they move into. We created a new visual identity which shows the maturity of the company and reflects the positive impacts it makes. We also created an epic recruitment video with https://www.laundry.studio/ all created in AI!