Hub612 × Gemeos

An identity that grows without losing its roots

HUB612 had a valuable asset: a recognizable logo, rich with history, that was never going to change. The challenge was elsewhere, building a cohesive brand system around it, one that could carry both its accelerator side and its investment fund side, while still feeling warm and human as a community.

Gemeos worked from the brand briefing to pull out what really defines HUB612: boldness, high standards, and a collective mindset. Three creative directions were presented, exploring different typographic and color paths while staying true to the historic red. The chosen direction strikes the right balance between institutional credibility and accessibility, exactly the tone the client wanted. The final deliverable includes a complete brandbook (colors, typography, logo usage, social media templates, and slides), delivered to the client in PDF and Figma.

Art Direction

Three directions. One vision. Zero compromises.

Before designing a single page, Gemeos set a clear art direction. Three distinct visual directions were presented to the client, each with its own palette, typography, and mood. The goal: let them choose with confidence, not approve something blind.

The selected direction leans into a clean, tech-forward aesthetic, with a strong typographic hierarchy and a controlled use of the signature red. The look and feel was then refined through several rounds of iteration, calls plus Figma comments, before moving into page design. That early art direction approval is what keeps the final design from surprising anyone, and avoids costly backtracking later.

Web Design

A UI Kit built to last. Pages designed to convert.

Based on the approved visual direction, Gemeos designed a complete UI Kit: color system, typography, reusable components (buttons, cards, forms, navigation, footer). A solid foundation that lets the HUB612 team evolve their site independently and keep everything consistent over time.

The design covers every page on the site: homepage, Acceleration and Investment pages, blog, resources and case study pages, author pages. Each page was designed to guide entrepreneurs toward action, without overwhelming them. The mockups were approved after several rounds of refinements in Figma.

Webflow Build

From mockup to live site in Webflow, with training included

The build was handled directly in Webflow, on a staging environment before launch. Every component from the UI Kit was integrated in line with the design system conventions, with a sharp focus on responsive consistency and interactions.

The project called for custom technical solutions, especially for FAQ handling (triggering interactions, fixing a click bug with no visual feedback), blog pagination, and the structure of dynamic pages (case studies, authors). At launch, we ran a Webflow training session with the client so she could take full control of the CMS and editorial content.

SEO

A clean migration. A solid technical foundation for search engines, and LLMs

The redesign was the perfect moment to rebuild the entire technical SEO layer from the ground up. We ran a full crawl of the site with Screaming Frog to spot friction points before launch. The fixes covered Hn tag structure, breadcrumb integration, the meta robots index tag, and proper blog pagination.

The biggest lift focused on Schema.org structured data, implemented page by page to maximize readability for search engines and language models (GEO):

These Schema.org markups directly enrich LLM responses (ChatGPT, Perplexity, Gemini) when someone asks these tools about the Rhône-Alpes startup ecosystem or early-stage investment funds in France.