Qualitative UX research is so much more than gathering data. As part of WUA, Lab45 focuses on delivering pure qualitative UX insights with a result-driven approach and expert client advice.

We created a brand identity that is as precise and insightful as Lab45’s research. The new brand name, Lab45, reflects their method of 45-minute interviews. The foundation for the visual identity is science. The logomark is designed as a periodic table element. We use the microscope to zoom in on common UX icons as molecules to be studied and use scribble lines to highlight important text, just like true scientists would. The identity is complemented by vibrant, creative colors and photography of researchers in the lab.