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Logo design and art direction for the new visual identity of the world's leading outdoor brand, in collaboration with David Benedek, Ricardo Ferrol and the team at Salomon in Annecy, France.
The rebranding made its debut at the Olympics Winter Games in Beijing 2022 with the Blue Fire Collection for all athletes. Big thanks to David Farcot and the whole team at Salomon.
2021–2023
“The redesigned wordmark is a respectful nod to both the heritage 80's logo and Neville Brody's 90's graphic work for Salomon. Carefully crafted towards future-proof impact and maximum precision, the new identity is a workhorse that builds a base for all sub-brands such as Salomon Advanced and S/Lab for which I was honored to design new logos as well.”
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Refinement of the MUGLER wordmark, logo and star. Art direction, website design and development of the new e-commerce experience of Mugler, Paris.
Alongside invitations, look books and film credits design for the last three shows.
2019–2024
I feel really blessed to work for clients whose work I admire so much. This is a real pleasure. Very special thanks to Nam Nguyen, Casey Cadwallader, Aydha & Bertrand.
“Thanks to Casey Cadwallader and the entire team for their trust. I’m thankful to support the house of Mugler since 2019, to design exciting projects from the website to the look books, and to refresh essential graphic elements like the logo and star.”
Art direction, logo design, spirit animal graphics for LUU DAN the new fashion label by Kwaidan Editions’s Léa Dickely and Hung La, available exclusively on Ssense.
Plus development and design of the e-commerce website. Design support by Sarah Discours. More background info in the Vogue feature and on Instagram.
2022
(more soon)
“The way we look at the Lu’u Dan man, he’s a bad boy but he’s got a big heart,” says Hung La. “There’s an emotional intelligence to him. It’s not just surface, it’s not the kung fu gangster you know; there’s depth to this man, and I think there’s spirituality to him as well.”
Publishing, Creative Direction, Design and Editing of PRESENT, a personal project initiated in 2016. More info: www.present.ZONE and @present_xx
The mission of the platform is to inspire starting by producing stories from around the world on making, discipline and self-care through the lens of makers and creators of today. (Interview in VOGUE)
2016–2025
The inaugural issue was published in 2019, the magazine is currently sold in 20+ countries on five continents, and was nominated for Launch of the Year at the Stack Awards in London. In 2021 we have released Issue 2.
“PRESENT is for all makers and dreamers. For all dreamers who make. For anyone creating something and challenging themselves on purpose. We share ways of overcoming procrastination and self-doubts that hold us back from being truly present and tackle our favorite unrealized projects.”
As creative director and head of design at Newcoin, Hugo developed the cultural direction and visual identities for a growing ecosystem of 10+ brands and projects.
Visual identities, design systems, website development, UI/UX for a wide range of apps. Newfoundation is a regenerative ecosystem for the aspiration economy.
2022–2025
“Pioneering decentralized AI since 2019, Newcoin is a peer-to-peer reinforcement learning algorithm and a global economic infrastructure designed to value, protect and distribute creative energy.”
HUGO was hired by Apple to work on different projects, the main one being iPhone 13 Pro, where HE supported with campaign and hardware art direction, plus wallpaper research and design.
"I’m grateful to the team at for the opportunity to be part of dream projects. The people I had the chance to work with were absolutely incredible. Big thank  to everyone involved."
2020–2021
Since back in the 90s, when I grew up, my mother has always been a full-on Apple fan and this definitely left a mark on me until today. I think she would be proud :)
“I’m grateful to the team at Apple for the opportunity to be part of dream projects. The people I had the chance to work with were absolutely incredible. Big thank  to everyone involved.”
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Art direction and new visual identity with custom typeface for COLORS, a unique worldwide music platform boosting over 6 million subscribers. on their celebrated channel.
Design support by Sarah Discours. Special thanks to Steve Legrand and Philipp Starcke. Make sure to visit the platform for more info and input. Highly recommended!
2019
“Colors is a music platform showcasing exceptional talent from all around the globe, focused on promoting the most distinctive new artists and original sounds.”
Concept and design development for a Berlin themed Nike Air Max. I was approached by Nike a shoe concept based on the question: What makes Berlin truly unique to you?
Lecture and workshop session for an amazing group of young creatives to talk about the concept, storytelling and realisation the AM 180 BLN for NIKE.
2018
“The Air Max 180 BLN is a celebration of Berlin’s unique nightlife and music culture, a constant reminder of the rhythm of progress. Its neon elements reference the reverberating rays of light synonymous with club life, and juxtapose those against a gray upper reminiscent of Berlin’s brutalist architecture.”
Art Direction, Visual Identity, product design, printed matter and website for District Vision, NYC. Hand drawn icon by Filip Pagowski.
District Vision researches and develops tools for runners, creating products that are equally function-first and performance enhancing.
2017–2020
Concept, Art Direction and Graphic Design for the campaign of the new capsule collection of PAUL POGBA for Adidas, shot in the catacombs of a stadium in Manchester, UK.
It was an honor and absolute pleasure to work with Paul. Photographer: Lukas Korschan. Special thanks: Manuel Nagel, Moritz Hock & Janine Torscher.
2019
“The capsule collection is eye catching, dramatic and bold, mirroring the on and off pitch style of one of the game’s most expressive players.”
Over the span of 10 years I desigend artworks for techno trio Aroma Pitch, recently published by Public Possession.
For their brilliant live show at HÖR I designed and screenprinted a limited AP x PRESENT uniform. Wavey!
2010–2021
Services: Art direction and design of the visual identity including the monthly posters
COLOGNE SESSIONS is a party co-founded by Hugo with his friends Magnus and Mitch in 2011
2011–2021
Visual identity, art direction, website/e-commerce design and development for Leorosa.
Special thanks to Paolina Leccese and Julian Taffel.
2018–2021
BILDERBUCH is Austria’s hottest export since FALCO and one of the most successful german-speaking bands of the decade.
Art Direction and design of the overall visual identity for the MAGIC LIFE album, including all single covers, tour posters, merchandise and custom typeface.
2017–2019
Visual identity with custom type logo and printed matter for Sies Marjan, NYC, with and for 2x4.
Photography by Bruce Weber
Special Thanks: Sander Lak, Ryan Weafer
2016
Extensive visual identity for self-founded local football club PIQTO UNITED. 2008–2011
Visualizing true team spirit withindividual hand-made jerseys that build a collective form once the group is united.
2011
Timeline
1988–2023
2023
2022
Logo design and art direction for Salomon, in collaboration with D. Benedek, R. Ferrol.
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Art direction, visual identity, spirit animal, graphic design for LỰU ĐẠN.
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Visual identities, graphic systems, website development, UI/UX design for Newfoundation.
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Art direction, look books, film credits, website design for Mugler
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iPhone Pro campaign, hardware art direction, wallpaper research for Apple.
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2021
2020
PRESENT Issue 2. Publishing, Creative Direction, Design and Editing. Associate Art Director: Sarah Discours.
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Over the span of 10 years I desigend artworks for techno trio Aroma Pitch, recently published by Public Possession.
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Visual identity and website for Original Feelings yoga studio, in collaboration with Sarah Discours.
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Poster for artist Tom Król's exhibition at Ungefähr5 in Cologne
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BetterTogether platform for creativity and charity, together with my sister Marina Hoppmann.
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2019
Art direction, visual identity, website design and development for HiPeople.
Concept, Art Direction and Graphic Design for the campaign of PAUL POGBA for Adidas.
PRESENT Issue 1. Publishing, Creative Direction, Design and Editing. Associate Art Director: Sarah Discours.
Art direction and new visual identity with custom typeface for COLORS x STUDIOS. Design support by Sarah Discours.
Concept and design development for a Berlin themed Nike Air Max based on the question: What makes Berlin truly unique to you?
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2018
Visual identity, books, posters, website for ZERO foundation. (Special thanks: Philipp Engel)
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Visual identity, campaign design, record designs for Bonaparte.
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Visual identity, art direction, graphic design for Wunderkind.
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Visual identity and website for Robert Grunenberg Berlin.
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Art Direction, visual identity, custom typeface, campaign, record covers, for Annenmaykantereit.
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2018
2017
Visual identity, art direction, e-commerce website design for Leorosa.
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Cologne Sessions posters
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Present Products
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Record design for A•P•R• 005
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Graphic design for Pollerwiesen festival
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2017
2016
Art Direction and design of the overall visual identity for the MAGIC LIFE album by BILDERBUCH. (2017–2019)
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Cologne Sessions poster for DJ Stingray.
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Website for Dillon.
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Samson Young book for Kunsthalle Düsseldorf
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Visual identity for Louise Friedlaender.
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2016
2015
FOUNDATION OF PRESENT. "The word PRESENT and its many meanings are building the pillars of the project." (2016)
Art Direction, visual identity, product design, printed matter and website for District Vision, NYC. (2017–2020)
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Record design for Aroma Pitch (A•P•R• 004) with custom typeface.
Logo reenactment for New York Pioneer Club for Nike, with District Vision
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Magic Life pre-cover for Bilderbuch, in collaboration with Sucuk & Bratwurst
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2016
2015
Friday Nights at Studio672
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PARADIS typeface
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Posters for TEXTURE techno and house parties in Detroit, USA.
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Lecture at APPLE Soho
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Fondazione Prada. With and for 2x4.
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2015
2014
Visual identity with custom type logo and printed matter for Sies Marjan, NYC, with and for 2x4. (2016)
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Thank you 2x4 and NYC!
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VUCA typeface for Finery London
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Vinyl record design A•P•R• 003, Present From A Small Distant World
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Visual Identity für Kunststifung NRW's 25-years jubilee project. 25 posters for 25 museums in 25 cities. (2013–2015)
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2014
2013
Redesign of GQ Italia, with and for Meiré und Meiré. (2014)
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BÖWER catalogue and posters. (2014)
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Visual identity and website for Brachum Kunstpreis.
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Carhartt book Moving Mountains with Alexander Basile.
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Oversized screen printed poster/magazine for the jubilee of ComeTogether Festival.
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2012
2011
Posters for TEXTURE techno and house parties in Detroit, USA.
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Video for AIGA Chigago
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Logo and Editorial Design for Neue Zürcher Zeitung: Equity
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Editorial and graphic design for the first issues of Interview Magazine Germany, with and for Meiré und Meiré. (2011)
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Cover for Brandeins magazine, with and for Meiré und Meiré. (2011)
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2010
2008
Book design for EIN DU by Dennis Freischlad and Béla Pablo Janssen (2013)
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Book design for Alexander Basile: Emerging Scultpures (2013)
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DJ Funk for Piqto, drawing (2009)
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VUCA typeface. While studying at ECAL, 2009
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Visual Identity project on one of my personal heros and legend, Jamaican singer and actress Grace Jones. While studying at ECAL, 2009
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2005
Visiting my personal hero Adrian Frutiger's house in Berne, Switzerland (2006)
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Vatos Cologne → more
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Graphic design for own apparel brand PIQTO Clothing: Hummingbird's (2005–2009)
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Visual Identity for own apparel brand PIQTO Clothing (2005)
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KAVIVA, typeface (2005)
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2004
1988
Herrliches Script, typeface (2004)
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Early wordmark, first experimental years in Adobe Illustrator and Photoshop (2004)
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Young Hugo happy in the rain, playing for SC Fortuna Köln from 1996–2002. And the love for the sport never died.
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At some point I starting drawing hundreds of Chicago Bulls logos as a kid — first logo love! (1992-1994)
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My parents turning all sorts of challenges in life into something positive and productive is my biggest inspiration, and the base of my work and how I choose to go through life. (Cologne, 1988)
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2011
PIQTO UNITED
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VUCA
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GRACE TYPEFACE
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Visual identity and art direction for Wunderkind. Photography by Larissa Hofmann, Styling by Marc Goehring, Model Lera Abova
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1988
PIQTO UNITED
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VUCA
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GRACE TYPEFACE
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Move to NYC to start working at 2x4
FEB 2046 – XXX 2017
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Thank you.
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