HUGO
Services:
Brand Story - Verbal Identity - Creative Direction - Campaign Concepts - Cast Interviews - Copywriting - Editing
For five years, I worked in-house at HUGO BOSS, where I was responsible for copy direction across both of the company’s brands. When I first joined, the business needed a distinct brand voice for its lesser-known label, HUGO, to help differentiate it from its big brother, BOSS. After identifying our target audience, we developed a compelling brand narrative that evolved into a unique tone of voice and copy style across all channels - from global campaign concepts to market-specific activations.
HUGO Louder - a music platform we developed in-house to amplify the voices of inspiring artists around the world.
Lorem Ipsum“Wilkommen in Berlin,” a campaign highlighting HUGO’s origins and its ties to the German capital. I oversaw the concept and creative direction on set. 
The first of many shows for HUGO, for which I wrote the runway notes and all press communications.
Snapshots from HUGO Tailoring – a campaign presenting the suit not as something rigid, but as a symbol of individuality.