Engineroom — Tech Scale-up

Martijn van Meijel
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  • Client

  • Engineroom

  • Involvements

  • Brand Identity
  • Art Direction
  • UI Design
  • Motion

Building the next era of HPC. From niche innovator to infrastructure brand built for AI.

Header

Challenge

EngineRoom had a product that outpaced the category — but a brand that didn’t.

They’d spent decades engineering the next wave of high-performance computing. At the core: HYDRA, their proprietary liquid immersion cooling system. Cleaner, faster, way more efficient than anything air cooling could offer.

But no one outside their world really saw it.

Clients got the specs — not the shift.

Investors saw engineers — not leaders.

The site spoke to innovation — but not transformation.

They weren’t just improving HPC.

They were replacing it.

And their brand had to start acting like it.

Approach

We reframed EngineRoom around what HYDRA actually meant:

A full reset for modern infrastructure.

Messaging shifted from features to outcomes.

From “liquid cooling” to infrastructure AI demands.

We built for clarity, not complexity — so decision-makers could move fast.

The identity stepped up too:

  • Clean, industrial, commanding
  • Deep blacks, signal red, sharp typography
  • Every visual pushing toward one idea: power, under control

The site was rebuilt as a tool for high-stakes conversations — not just a brochure.

With WebGL visuals and interaction that made HYDRA feel real, not theoretical.

This wasn’t a refresh. It was a repositioning.


Colors

Liquid Cooling Motion

Their groundbreaking liquid immersion cooling technology, HYDRA, stole the spotlight. The website featured animations that demonstrated the use of liquid cooling in HYDRA's solution, which surpasses traditional fan-based methods. By implementing liquid immersion, they achieved energy savings and cost reductions in HPC services.

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Brand Identity

The brand identity showcases innovation while not solely focusing on technical aspects. The wordmark typography emits a subtle tech vibe, used as a secondary font alongside a modern sans font that exudes professionalism, authority, and represents the brand's superpower and strong capabilities. The color palette features cyber black, cloud gray, and cool white, with a forceful red as an accent color. This choice of red signifies the brand's powerful and authoritative presence. We've also included subtle tech-inspired elements to further enhance the brand's recognizable association with technology.

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Results

EngineRoom went from a niche tech player to a serious infrastructure partner — in a space racing to catch up.

  • Partnered with NEXTDC to bring HYDRA to enterprise data centers
  • Expanded into the global smart infrastructure market
  • Cut emissions by 45% through real-time optimization
  • Repositioned from engineering firm to category leader

Now, when they talk AI and HPC — people don’t just listen.

They follow.


HYDRA tank

  • Collaboration

  • Agency — Adventure club
  • Creative Director — Samuli Cantell / Marten Beerda
  • UX & Strategy — Marten Beerda
  • Art Direction — Martijn van Meijel
  • UI Design — Martijn van Meijel
  • Development — Kev Mayo
  • WebGL — Douglas Lilliequist
  • 3D — Design + Industry

Book a 30-min intro call ↗

https://tinyurl.com/4u4ycb3