Over the last few years, BET (named after their Breath Enhancement Training program) had expanded their business offering, providing world-class programs that combined rigorous research, emotional and physiological intelligence, and inspiring mindset and wellbeing practices. As a result, the team needed a completely new brand identity to reflect this evolving direction.

A new name, HUPO (HUman POtential) was developed and a new identity and system for their world-class programs, EPIC, YPB, BET, and The Shift.
The new HUPO wordmark referenced the original BET name, while allowing a naming system to seamlessly extend from the master brand. This includes sub-brands, iconography, and brand expression — all of which helped HUPO move on from being seen as just breath workshops to an offering suitable for the corporate market.