I was commissioned by Fube [ fiu-b ], creative production company based in Utrecht, to create a new brand identity for their company that mostly created 3D productions. The word Fube originates from the definition of an incorrect cube also known as a fuckup cube. This ‘fucked-up cube’ has become the main-core of the identity. The main idea was that the fucked-up cube could "grow" depending on the services that are being used.