10.000 Hours brings a team spread across the Netherlands into one brand with HYPERTURE.

The challenge

A team that's never all in one room

Before anyone joins a programme, they've usually come across 10.000 Hours somewhere: on Instagram or LinkedIn, at an event participants organised, or through partner organisations in its alliance. That first look matters, especially right after a rebrand.

The team photos didn't reflect the new brand yet. They were taken once a year at the company weekend in February, by a photographer who came along for the morning.

A proper shoot wasn't realistic either. The people who work for 10.000 Hours live in different cities, and most run a programme for a few months before moving on to the next one. The team did organise a shoot once, but it never covered the whole company.

How HYPERTURE helps

Why 10.000 Hours chose HYPERTURE

The new branding was ready, and the team needed photos to match. Just as important, people join all the time, and every new trainer needs a portrait in the same style as everyone else.

Five photos at the booth, results in two minutes

The team used the HYPERTURE photo booth one at a time. After a short introduction, everyone took about five photos from different angles so the AI had enough to work with. Even those booth shots came out well, which made the team curious to see the branded versions.

Around two minutes later, the portraits were in. Everyone marked their favourites, and the team got one link with all the picks, ready to use.

Still themselves

10.000 Hours has no dress code. People come to work as they are, and Jaap Bruijstens wanted the photos to show that. He uses AI himself and had tried to get results like this on his own, without much luck, so he doubted the portraits would feel authentic.

Not every image was a hit. One of Jaap's looked like someone else entirely. But everyone had lots of photos to choose from, and many were really good. Soon the team was swapping results and asking each other what the AI had made of them.

The HYPERTURE difference

Getting people together, without getting them together

In a fast-growing organisation where the team keeps changing, the brand has to stay the same whoever joins.

10.000 Hours reintroduced its team with the new portraits on its website, LinkedIn and Instagram. The caption said they were made with AI, and people were still surprised. The reactions were curious, and none were negative.