Client: Hugo Save

Designing a playful brand universe for challenger bank, Hugo Save

Client: Hugo Save

The Brief
Creative partnership through brand, design and production for Singapore’s hottest challenger bank

The Solution
We’ve partnered with Hugo to creatively support them from pre to post launch and beyond.

We’ve been creatively partnered with Hugo, one of Singapore’s hottest challenger banks, since the beginning of 2020. Hugo provides all the banking services that you’d expect, but with a difference. They believe that opportunities to create and grow wealth exist everywhere, and in every moment. They’re on a mission to help people create healthy financial savings habits, allowing them to invest in one of the fastest growing industries, gold.

One of our biggest projects with Team Hugo has been working to bring their banking app to life through bright, bold, and engaging design, making it simple, fun, and easy to use, whilst avoiding financial jargon and typical financial line graphs!

Partnered with Heroteam, who created the app and website

We’ve been proudly partnered with London development agency, Hero Team, since Our Own Brand began. We’re excited to continuously collaborate with them on the Hugo project, helping to bring the brand to life across all touchpoints.

Another exciting project was designing the physical Hugo bank card. Our design plays on the idea of investing in gold by using the physical EMV gold chip on the card, made to look like stacked gold bars with the vault icon surrounding it. A nod to Hugo’s Wealthcare element.

App Awards

Financial Inclusion Initiative of the Year (Retail Banking Awards)
Best Customer Experience — Gold (Loyalty & Engagement Awards)
Best User Experience — Gold (Loyalty & Engagement Awards)
National Business Awards (Fintech) (Singapore Business Review)
Consumer Finance Product of the Year (Retail Banking Awards)
Personal Finance Tech of the Year (Asia Fintech Awards)
Best Customer Experience (MOB-EX Awards)
Best User Experience (MOB-EX Awards)
Debit Card Initiative of the Year (Retail Banking Awards)
Best Fintech for a For-Profit Organisation (Money Awareness and Inclusion Awards)

Hugo – The Character

We wanted to create a character who embodies the Hugo brand personality and values; a mascot who can champion users on their financial journey with Hugo.

Enter Hugo himself! Think of him as your friendly neighbourhood robot, here to help users achieve tasks and cheerlead them on the road to financial success. We wanted to mirror the simplicity of the Hugo service offering, and so Hugo is a simple yet expressive character who can be used in different ways to convey various emotions, guiding and prompting the user to make healthy financial habits in the app.