Making saving second nature for Asia’s millennials. Hugo is in your pocket and on your side.

Insight

• Saving is passive and boring
• Hugo is a friendly face that can make it a little bit more fun

Idea

• Humanizing saving
• Adding warmth and emotion to the customer experience

Identity

• A poppy, digital and impactful ID, using lucky red
• And a social media-flavoured tone of voice to engage Gen Zs and millennials

Implementation

• Brand strategy & positioning
• Narrative and values
• Visual identity & guidelines
• Go-to-market strategy

Impact

• Launched on Google Play and the App Store, Hugo is scaling fast, in terms of both customers and team