While working at Benefex, I was tasked to create the brand identity for an internal employee benefits scheme called Benefits Hub by Shopify. The project brief provided creative freedom, with the only direction given to infuse a game-like atmosphere into the brand. With this guideline in mind, I immediately gravitated towards the idea of creating 3D characters, as they not only embraced the game-like aesthetic but also offered a distinctive difference from the commonplace 2D illustrations often seen in corporate branding.