DEPT rebrands Hello Monday as DEPT LABS

The move aims to expand collaboration across the agency, bringing together creative and technical specialists to test emerging technologies and develop new ideas for clients.

DEPT has rebranded Hello Monday as DEPT LABS, creating a dedicated space for research, development and experimentation in digital brand experiences.

Hello Monday has spent 20 years producing experimental digital work for brands including LEGO, Bang & Olufsen, Google and Strava. Its portfolio also includes the Fingerspelling and Signs projects. The studio joined DEPT® in 2022, and the transition to LABS builds on its established focus on research, prototyping and craft.

DEPT LABS expands creative technology and R&D

DEPT LABS will bring together a core team of creative and technical specialists, drawing on talent from across the agency to develop and test digital experiences. The team will work alongside clients to prototype concepts, explore emerging technologies and assess ideas through rapid experimentation.

The studio's wider remit creates opportunities to apply its approach across DEPT®'s client portfolio, which includes NVIDIA, eBay, Uber and Logitech. The team will operate as an environment for calculated risks, allowing ideas to be tested quickly before further development.

Leadership team continues under the LABS brand

Joanna Trippett, CEO EMEA, DEPT: "Curiosity and craft have always driven our best work. This move gives that philosophy a home, while opening it up to anyone at DEPT® who wants to build what’s next. For our clients, this means turning curiosity and experimentation into work their customers can use."

Anders Jessen, co-founder of Hello Monday: "Hello Monday has always been about experimenting, prototyping and protecting craft, no matter how big we got. LABS gives that philosophy a name and more room to play, with the same team and the same standards. Twenty years in, that feels like the right way to grow."

DEPT LABS operates across three locations

Hello Monday was founded by Anders Jessen, Jeppe Aaen, Johanne Bruun Rasmussen and Andreas Anderskou. The founders and leadership team will continue to lead LABS, whose core team of 35 people works across Copenhagen, Aarhus and New York.

The rebrand gives the studio a defined role within DEPT while retaining its existing team and creative approach. It also provides a structure for specialists from across the agency to collaborate on experimental projects and develop digital experiences with clients.

DEPT reports growth and expands leadership

The launch follows a strong first half of 2026 for DEPT, during which the business reported double-digit growth and introduced Deptify, its persistent AI orchestration layer.

The agency also strengthened its leadership team with the appointments of Roy Armale as Chief Product Officer, Ben Williams as Global EVP of Creative, Dylan Williams as Chief Strategy Officer for EMEA, and Bernice Chao as Chief Creative Officer for the Americas. The establishment of DEPT LABS adds to these developments as the agency expands its focus on creative technology and experimentation.

www.dept.global

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