Brand Design

BOSS OUTLET AUBURN HILLS

HUGO BOSS is a globally well-recognized premiere clothing brand that looks to elevate the consumers experience at every level. While working for the factory outlet, several concerns over how the brand was being communicated to its guests began to rise.


To improve the overall experience for not just guests but the associates as well, I worked closely with local, regional, and global employees to identify these pain points and work to absolve them through consistent brand assets, custom-tailored stationaries and tools, and bold advertising.

Mission Statement

We love fashion,

We change fashion.

Along with our brands, we, as a company, are entering a new era, with a new culture and new branding. At HUGO BOSS each of us – as part of the HUGO BOSS family – stands for one mission: ‘we love fashion, we change fashion’. We are achieving this goal by placing our customers at the center, ensuring our ‘product is king’, through digitalized creation, and through an innovative, omnichannel approach. In order to reflect our new, bold mindset, we are transforming our identity, beginning a new phase in our journey to become THE leading tech-driven fashion platform in the world. We invite you to be part of this journey with us. 

Mission statement established by HUGO BOSS

Brand Essence (Established by designer)

Accessible luxury, bold, minimalistic

Design Promise (Established by designer)

To elevate the shopping experience for guests and staff alike by establishing a consistent asset package that effectively communicates promotions and eases day-to-day processes 

One of the initial pain points for guests and associates alike was found in promotion communication. Existing signage lacked clear hierarchy and consistency, often leaving guests confused on what the promotion was and what it applied to.


My goal was to design signage that could be easily read and understood while standing anywhere in the store.

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Promotional Signage

In addition to signage, certain stationaries were needed in order to ease the day-to-day process for team leads and associates. This involved creating a daily sheet that could fit all relevant information for each day, order lists for customers requests, and a store map for inventory and other store management tasks.

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Stationaries

In order to create a visually consistent store and teach new associates how to properly complete certain tasks around the store, I created a guidebook with step-by-step instructions, 'pro tips', and detailed imagery.

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Guidebook

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External Marketing

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Social Media

A major pain point for the floor visual team was envisioning different arrangements as the only way to do so would be by physically moving fixtures around the store, leaving a very limited amount of time this task could be done in. To help the team with the issue, a 1:1 scale 3D model of the store was created to allow quick and easy sketches of the store before spending time moving things around.


This model also allows for different photos and marketing assets to be explored and created in the future.

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3D Model