Hugo is a collaboration between the NFL’s premium fan offering “On Location” and Jon Bon Jovi’s “Runaway Tours”. The goal of the project was to create a branding system for a service that delivers luxury experiences to the world’s super fans of sports, music and pop culture.

Creating a very flexible brandmark was important for this project because it needed to house a wide variety of events and offerings. I created a brand narrative around a “Hugo character”, a person who always has the hook-up or connection for the coolest things but remains anonymous, in the shadows.

This resulted in simple but impactful core brandmark that played with negative space to create a character silhouette for “Hugo”. This also made the mark incredibly easy to adapt, swapping out our core character for one of Adelle or Beyoncé for a concert or Steph Curry for the NBA playoffs.

I also helped visualize how Hugo might co-host and co-brand an event like the Met Gala where the iconic logo could displayed or projected onto the red carpet or etched onto champagne glasses.