- Creative Direction
- Social Media Marketing
- Email Marketing
- Video Editing
HUGO BOSS is a globally renowned luxury men’s fashion brand that was founded in 1924. The company branches off into two smaller brands: BOSS, a line of athleisure, womenswear, and casual clothing, and HUGO, its sister brand including trend-led pieces for both men and women.
Hugo Boss has been a long time client of Avex. The legendary brand looked to our team to provide campaign direction, copywriting and creative for their collaboration with their BOSS line and the NBA that included clothing displaying nine major NBA team logos. The new product line aimed to unite NBA fans, BOSS enthusiasts, and fashion lovers everywhere.
Our primary objective was to support Boss with creative during this limited edition drop, while also maintaining a balance in both brand and voice between the fashion powerhouse and the NBA.
Our team of designers, marketers, and copywriters worked closely with the Boss team to ideate concepts around the NBA collaboration. We began with the initial creative direction (focusing on colors, typography, and graphics) and tone of voice, then worked to create a large bank of social and email assets that exhibit the sleek products and inspirational players.
Amplifying Brand Values
Our copywriters brainstormed to create the tone of voice, as well as microcopy and headlines for social, blogs, paid media and more. They focused the copy on values such as confidence, unity, and inspiration.
The three fonts chosen for the campaigns were handpicked for their boldness, elegance, and uniqueness.
The collection’s visual language continued to expand, with graphics inspired by existing colors and shapes from the Boss and NBA brands. Our designers took those ideas and created bold creative using outlines, gradients, and shape repetition.
Enhancing Brand Photography
Avex utilized the photography provided by the brand to create compelling social media assets, including motion graphics, for Instagram and Facebook. We explored unique cropping, figure silhouettes, and gradient overlays to develop visually interesting assets.