nexxar — New design and bolder than ever

For HUGO BOSS, the fiscal year 2021 marked the beginning of a new era. Under new management, the company realigned its strategy and mission. The branding and corporate design were rethought from the ground up and a new corporate culture was established. It was therefore only logical to put its annual report under the motto of “New”. In the Vienna-based agency nexxar that specialises in digital annual and sustainability reports, HUGO BOSS found a design team that knew how to fully unleash the potential of a true digital-first approach. 

nexxar in interview with Red Dot

Red Dot: What are the specific innovations in the HUGO BOSS annual report?
nexxar: The motto “New” gives us the opportunity to communicate the many changes and the new spirit to the outside world. The report was completely redesigned. The landing page emotionally engages with the readers, inviting them to fully immerse themselves in the world of HUGO BOSS. Another highlight is the magazine section with stories on the branding refresh, progress in digitisation, sustainability and the new spirit within the company.

The relaunch in 2021 was also accompanied by much optimism ...
That’s true. The sense of optimism is clearly evident everywhere at HUGO BOSS. Our new corporate values are one example – entrepreneurial spirit, personal ownership, team mentality, simplicity and quality, as well as a youthful spirit. They make up our guiding principles and ensure we work in an atmosphere of mutual trust. Together, we want to make HUGO BOSS one of the top 100 global brands.