HUGO BOSS
Turning an evolving brand identity into
an award-winning digital annual report.
UX/UI
Branding
Motion
My Role
Lead Designer, Motion Designer
Period
2021/2022
Key Results
The reports won a Red Dot Award for Brands & Communication Design, Best of the Best and a Digital Communication Award. After launch, the HUGO BOSS CEO presented it at the company's headquarters for a month, and the group's own website was adapted to match its design.
01︱CHALLENGE
Hugo Boss was mid-rebrand when the 2021 annual report entered production: new CEO, new direction, a visual identity still taking shape. The report would be one of the first real touchpoints stakeholders had with that new brand, so the usual measure of a good annual report, clean data, solid structure, wasn't the priority. What mattered more was whether the report gave people a clear sense of direction.
02︱APPROACH
Rather than treating the unfinished brand guidelines as a limitation, we used them as room to push the design further than a fully locked identity might have allowed. The report also had to serve two different audiences at once: people coming for the numbers, who needed the data to stay accessible and easy to navigate, and people coming to see where the brand was headed, for whom the experience itself was the message.
03︱SOLUTION
As lead designer, I built the wireframes, UI, and interactive Figma prototypes, and developed a design system built to carry the annual reports that followed, including animated hero sections and interactive infographics. For 2022, I extended the same visual language into a more complex, heavily interactive dashboard, with new editorial modules building on what we'd established the year before.
