Haus partnered with RQ Agency and YouTube to promote Demi Lovato’s documentary, Simply Complicated. Haus designed an interactive, mobile-first meme generator that asked fans, “What makes you simply complicated?” Users selected two adjectives from a curated list to instantly create a personalized, shareable image that expressed identity while amplifying the film. To ensure speed, quality, and consistency, Haus pre-generated every possible word-pair asset by using JavaScript to output combinations into an XML format for Illustrator, eliminating duplicates and enabling seamless delivery. With zero typing and just a few taps, teens could generate and share results in seconds. The experience invited fans to find comfort in their own ups and downs while driving awareness for the documentary.
The Brand Identity interviews multidisciplinary designer Paul Bille about his practice exploring digital infrastructures, community-led design, and collaborations with artists and cultural institutions. Based in New York, Bille discusses projects such as Operation Earnest Voice and 192168285.xyz, his partnership with Lukas Engelhardt, and his role as Creative Director at telos.haus. The conversation delves into his tools, material experiments, and reflections on digital culture and design systems.
SUPERHAUS created a fiery and playful brand identity for LULU, a new Pan-Asian restaurant in Bondi Beach and sister to Sydney’s Raw Bar. The identity draws on Japanese and beachside influences, using GT Maru typefaces and a bold, symmetrical wordmark to convey warmth and rhythm. The project balances cultural references with a vibrant visual system across print, signage, and digital applications.