EngineRoom, from niche innovator to the future of AI Infrastructure.
How a cutting-edge scale-up redefined its brand to lead the next era of high-performance computing.
1.
Challenge
High-performance computing (HPC) isn’t evolving. It’s breaking. As AI, big data, and cloud workloads explode, traditional air-cooled data centers are failing. More power means more heat. More heat means more waste. And today’s infrastructure can’t take it. The limits of traditional HPC aren’t approaching. They’ve already arrived. And in an industry built on speed, staying still means falling behind. EngineRoom saw this coming. For over two decades, their engineers had been pushing efficiency to its limits. But they weren’t just refining existing systems. They were engineering the next frontier. At the center of this vision: HYDRA, a liquid immersion cooling system built to replace outdated, energy-hungry fan-based cooling. More power. Less energy. A fraction of the emissions. But their brand wasn’t keeping up. Clients saw specs, not impact. Investors saw engineers, not industry leaders. Their website told a story of innovation. Not transformation. EngineRoom wasn’t just building the future of AI/HPC. They needed to claim it.
2.
Solution
EngineRoom didn’t just rebrand. They reframed the industry. HYDRA wasn’t an upgrade. It was a reset. The transformation was structural. Messaging shifted from technical specs to transformative impact—positioning EngineRoom not just as engineers but as industry leaders. HYDRA wasn’t just a cooling system. It was the infrastructure AI demanded. Instead of explaining HYDRA, we made audiences experience it in action. Every touchpoint reinforced that shift. The brand identity became bolder, sharper, more commanding. A cyber-industrial palette of deep blacks, precision grays, and striking red accents. The website was rebuilt for decision-makers. Clear. Immediate. Built to move billion-dollar deals. WebGL-powered animations turned innovation into immersion—a live, interactive showcase of HYDRA in motion. This wasn’t just a new look. It was a new era for AI infrastructure.
3.
Impact
3.
EngineRoom’s transformation didn’t just change how they looked. It changed how they competed.
The Future of HPC Starts Here, The old way isn’t just inefficient—it’s obsolete. Air cooling can’t keep up. The next generation of AI and HPC demands something better. The future of AI/HPC isn’t coming. It’s here. And Engineroom built it.
→
Secured a major partnership with NEXTDC (bringing HYDRA’s cooling to enterprise data centers)
→
Expanded into the $46.79 billion smart infrastructure market
→
Repositioned from an engineering firm to an AI-ready infrastructure leader
1.
Challenge
High-performance computing (HPC) isn’t evolving. It’s breaking. As AI, big data, and cloud workloads explode, traditional air-cooled data centers are failing. More power means more heat. More heat means more waste. And today’s infrastructure can’t take it. The limits of traditional HPC aren’t approaching. They’ve already arrived. And in an industry built on speed, staying still means falling behind. EngineRoom saw this coming. For over two decades, their engineers had been pushing efficiency to its limits. But they weren’t just refining existing systems. They were engineering the next frontier. At the center of this vision: HYDRA, a liquid immersion cooling system built to replace outdated, energy-hungry fan-based cooling. More power. Less energy. A fraction of the emissions. But their brand wasn’t keeping up. Clients saw specs, not impact. Investors saw engineers, not industry leaders. Their website told a story of innovation. Not transformation. EngineRoom wasn’t just building the future of AI/HPC. They needed to claim it.
2.
Solution
EngineRoom didn’t just rebrand. They reframed the industry. HYDRA wasn’t an upgrade. It was a reset. The transformation was structural. Messaging shifted from technical specs to transformative impact—positioning EngineRoom not just as engineers but as industry leaders. HYDRA wasn’t just a cooling system. It was the infrastructure AI demanded. Instead of explaining HYDRA, we made audiences experience it in action. Every touchpoint reinforced that shift. The brand identity became bolder, sharper, more commanding. A cyber-industrial palette of deep blacks, precision grays, and striking red accents. The website was rebuilt for decision-makers. Clear. Immediate. Built to move billion-dollar deals. WebGL-powered animations turned innovation into immersion—a live, interactive showcase of HYDRA in motion. This wasn’t just a new look. It was a new era for AI infrastructure.
3.
Impact
3.
EngineRoom’s transformation didn’t just change how they looked. It changed how they competed.
The Future of HPC Starts Here, The old way isn’t just inefficient—it’s obsolete. Air cooling can’t keep up. The next generation of AI and HPC demands something better. The future of AI/HPC isn’t coming. It’s here. And Engineroom built it.
→
Secured a major partnership with NEXTDC (bringing HYDRA’s cooling to enterprise data centers)
→
Expanded into the $46.79 billion smart infrastructure market
→
Repositioned from an engineering firm to an AI-ready infrastructure leader
1.
Challenge
High-performance computing (HPC) isn’t evolving. It’s breaking. As AI, big data, and cloud workloads explode, traditional air-cooled data centers are failing. More power means more heat. More heat means more waste. And today’s infrastructure can’t take it. The limits of traditional HPC aren’t approaching. They’ve already arrived. And in an industry built on speed, staying still means falling behind. EngineRoom saw this coming. For over two decades, their engineers had been pushing efficiency to its limits. But they weren’t just refining existing systems. They were engineering the next frontier. At the center of this vision: HYDRA, a liquid immersion cooling system built to replace outdated, energy-hungry fan-based cooling. More power. Less energy. A fraction of the emissions. But their brand wasn’t keeping up. Clients saw specs, not impact. Investors saw engineers, not industry leaders. Their website told a story of innovation. Not transformation. EngineRoom wasn’t just building the future of AI/HPC. They needed to claim it.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
1.
2.
Solution
EngineRoom didn’t just rebrand. They reframed the industry. HYDRA wasn’t an upgrade. It was a reset. The transformation was structural. Messaging shifted from technical specs to transformative impact—positioning EngineRoom not just as engineers but as industry leaders. HYDRA wasn’t just a cooling system. It was the infrastructure AI demanded. Instead of explaining HYDRA, we made audiences experience it in action. Every touchpoint reinforced that shift. The brand identity became bolder, sharper, more commanding. A cyber-industrial palette of deep blacks, precision grays, and striking red accents. The website was rebuilt for decision-makers. Clear. Immediate. Built to move billion-dollar deals. WebGL-powered animations turned innovation into immersion—a live, interactive showcase of HYDRA in motion. This wasn’t just a new look. It was a new era for AI infrastructure.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
2.
3.
Impact
3.
EngineRoom’s transformation didn’t just change how they looked. It changed how they competed.
The Future of HPC Starts Here, The old way isn’t just inefficient—it’s obsolete. Air cooling can’t keep up. The next generation of AI and HPC demands something better. The future of AI/HPC isn’t coming. It’s here. And Engineroom built it.
→
Secured a major partnership with NEXTDC (bringing HYDRA’s cooling to enterprise data centers)
→
Expanded into the $46.79 billion smart infrastructure market
→
Repositioned from an engineering firm to an AI-ready infrastructure leader
Before
After
Before
After
“It's not often that you come across a talent like Martijn van Meijel. I've had the pleasure of collaborating with Martijn on numerous projects over the past years, and I can attest to his unparalleled skills in design. If you're seeking a design partner who can deliver innovative, eye-catching designs while always keeping an eye on the horizon for what's next, DEIFIED should be at the top of your list.”
Samuli Cantell
Creative Director / Engineroom
“It's not often that you come across a talent like Martijn van Meijel. I've had the pleasure of collaborating with Martijn on numerous projects over the past years, and I can attest to his unparalleled skills in design. If you're seeking a design partner who can deliver innovative, eye-catching designs while always keeping an eye on the horizon for what's next, DEIFIED should be at the top of your list.”
Samuli Cantell
Creative Director / Engineroom
“It's not often that you come across a talent like Martijn van Meijel. I've had the pleasure of collaborating with Martijn on numerous projects over the past years, and I can attest to his unparalleled skills in design. If you're seeking a design partner who can deliver innovative, eye-catching designs while always keeping an eye on the horizon for what's next, DEIFIED should be at the top of your list.”
Samuli Cantell
Creative Director / Engineroom
Client
EngineRoom
Type
Brand Transformation
Collaboration
Agency, Adventure club Creative Director, Samuli Cantell UX & Strategy by Marten Beerda Development by Kev Mayo WebGL by Douglas Lilliequist 3D Design by Design + Industr
Client
EngineRoom
Type
Brand Transformation
Collaboration
Agency, Adventure club Creative Director, Samuli Cantell UX & Strategy by Marten Beerda Development by Kev Mayo WebGL by Douglas Lilliequist 3D Design by Design + Industr
Client
EngineRoom
Type
Brand Transformation
Collaboration
Agency, Adventure club Creative Director, Samuli Cantell UX & Strategy by Marten Beerda Development by Kev Mayo WebGL by Douglas Lilliequist 3D Design by Design + Industr
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martijn@deified.nl
Founder
Outgrown your brand?
Let’s redefine it.
martijn@deified.nl
Founder
Outgrown your brand?
Let’s redefine it.
martijn@deified.nl
Founder