Realising Human Potential. 

A new name — HUPO (short for HUman POtential) — was created to reflect the organisation’s broader mission and growing impact. Alongside the new name, a fresh brand identity and system were developed to support their world-class programs: EPIC, YPB, BET, and The Shift. The wordmark subtly nods to the original BET brand, while establishing a scalable naming architecture that allows sub-brands, iconography, and expression to extend seamlessly from the master brand. This strategic evolution repositioned HUPO from being perceived solely as a provider of breath workshops to a credible, premium offering fit for the corporate and performance wellbeing markets.