IEX is the collaborative workshop of Ideas Empire, a young and growing creative collective based in Singapore and long-time collaborator with Hatch. For IEX’s first collection of Asian heritage inspired retail products created in collaboration with Singapore designers and artists, Hatch worked closely with Ideas Empire to develop the collection’s branding and marketing collateral, packaging design, exhibition design and even some products for retail.

Short for “Ideas Empire Crossover”, IEX represents Ideas Empire's open invitation to creative collaborations. To accentuate the exciting possibilities of such joint efforts, the brand is kept sleek and simple. The character X is tweaked to reflect the dynamism of crossover collaborations and used as a graphic device across all collateral.