HUGO BOSS
Role: Art Direction / UI
Media: Email / Design System
Client: Hugo & Boss
Lead creative concepts to inspire the internal team, while designing a versatile UI system tailored for upcoming BOSS and HUGO marketing campaigns.
THE PITCH
BOSS aimed to reinvent the company’s email presence to align with the new branding and direction, alongside inspire their in house team to help scale the new style. Seeking a partner to bring fresh ideas to both content and strategy.
They prioritized a mobile-first approach, considering other touchpoints. I led the creative direction and strategy, meeting BOSS's needs while highlighting how we could elevate the work for a long-term partnership.
the finished work
BOSS was impressed with our proposal resulting in us partnering with them to help bring their goals and strategy to life.
Working with our UX and content team, I began crating a series of modules that would give BOSS the best flexible range to create new newsletters, integrating their new style to best promote weekly content and new collection drops.
HUGO
After the initial set of work, the BOSS team requested that I create additional modules for HUGO, their more expressive brand collection.
The challenge was to reuse existing templates while infusing them with a fresh, dynamic, and more edgy attitude.
The design system for both HUGO and BOSS incorporated the same module types to ensure maximum flexibility while expressing nuance changes to best represent the brand's unique identity and limit creating totally new assets and increase dev time.
Variants and options were developed for each module, offering both expressive and safer choices for desktop and mobile builds.
EDITORIAL
After the final delivery of the HUGO and BOSS module assets and direction, the team requested additional components to enhance their editorial showcases.
In response, I developed a new direction that integrated bold typography, defined spaces, layering, and abstract grid placements.
