As Hurray steps into its next chapter, we sat down with Rocky Alli, CEO and Partner of PINO Studios, to reflect on the heart of the brand, the evolution of its identity, and the philosophy that continues to shape its creative direction.
Recognizing the Core Essence of Hurray
When Rocky first encountered Hurray, one thing stood out immediately: energy.
“Hurray is an energetic firm that adopts Filipino warmth and creativity with a global outlook on spatial design.”
What makes Hurray distinct is not only its design capability, but the way it collaborates. The team’s collective approach allows them to connect deeply with clients, understand their needs, and continually innovate in an increasingly competitive industry. It is a studio grounded in heart, yet elevated by perspective.
At its core, Hurray balances local sensibility with global design fluency, creating spaces that feel personal, intentional, and forward thinking.
Why This Was the Right Time to Evolve
The interior and architecture industries are evolving rapidly. Platforms like Pinterest and AI-generated imagery have made it easier than ever to replicate popular design genres such as minimalist, Japandi, and mid-century modern styles.
But as trends become more accessible, clients themselves are changing.
Hurray recognized a deeper shift. Living spaces are no longer static representations of a single aesthetic. They are dynamic reflections of growth, transitions, and life stages. Families blend genres. Homeowners integrate nostalgic pieces into modern spaces. Businesses evolve alongside their founders.
These milestone transitions tell a visual story.
That realization created an opportunity to redefine Hurray’s creative identity. The rebrand was not just about looking different. It was about aligning the brand with a philosophy that celebrates evolution, individuality, and layered narratives.
Translating Transitional Design into a Visual and Verbal System
In its simplest form, transitional design bridges traditional elegance with modern functionality. Hurray pushes that idea further.
The studio experiments with contrasting materials. It merges generational heirlooms with contemporary finishes. It blends design genres to suit each client’s unique story.
This philosophy became the foundation of the new identity system.
The visual language mirrors the idea of transition:
Contemporary serif and classic slab serif forms merge in the typography.
Gradients shift fluidly across branded materials.
Image collages reflect the blending of design genres within Hurray’s projects.
Even the messaging expresses movement and transformation.
The tagline, “Shaping Spaces Through Transitions,” captures this ethos. The combination of structured brand fonts with co-founder Rossy’s handwriting introduces a personal layer. It is design meeting humanity. Structure meeting story.
The identity itself becomes transitional.
Preserving Warmth While Elevating the Brand
Growth does not require abandoning authenticity.
The refreshed identity retains familiar elements. The simple H. The straightforward logotype. Bold, modern colors.
What changed is the level of intention.
Every font, every color, every graphic element was carefully considered to reinforce stylistic clarity, innovation, and creative confidence. The warmth that clients recognize remains. The difference is a renewed boldness and maturity that matches the firm’s trajectory.
The team continues to embody the brand’s spirit. The identity simply gives that spirit a stronger, more cohesive voice.
Supporting Hurray’s Growth Over Time
Hurray’s vision goes beyond single projects.
The studio aims to journey with families and companies, capturing stories across milestones and generations. With every life stage comes the question of what to keep, what to evolve, and what to welcome in.
Transitional design embraces that process.
It acknowledges that beauty can be found in combined ideas. In contrast. In experimentation. In evolution.
The refreshed identity is built to grow alongside that philosophy. Flexible yet cohesive. Distinct yet adaptable. A system designed not for a moment, but for movement.
As Rocky reflects, there is anticipation in watching Hurray share this visual journey with the world.
Because at its heart, Hurray is not just about designing spaces.
It is about shaping stories through transition.