The aim of this project was to create a brand that feels uber premium and also discreet. “Hugo” was selected the name of the brand to represent an enigma, that person with the connections to all the hottest events, but that only those “in-the-know” know. Hugo offers luxury experiences to the world’s VIP super fans of sports, music and pop culture. The idea was to create a master mark, a silhouette that represents “Hugo” and then allow that system to flex by swapping out various other silos that would reflect a myriad of cultural events - The Met Gala, Super Bowl, etc.