HUGO BOSS — Transforming corporate reporting into a premium digital experience

For a global fashion brand like HUGO BOSS, the annual report needs to reflect the same level of quality and precision as every other brand touchpoint.

After leading the successful pitch design in 2021, I became Lead Designer for the annual reports from 2023 to 2025. Over these three reporting cycles, I was responsible for evolving the report while translating each year’s annual theme into a fresh visual direction.

Motto design

Each year, I developed a new visual concept for the annual report, translating the annual theme into a direction that worked across digital, print and motion.

Three printed HUGO BOSS annual report covers fanned on dark green fabric — “Hello Future” 2023, “Focus” 2024 and “Shape” 2025, each with a fashion portrait — Each year I developed a visual concept for the new annual report, that shaped the report across every medium. I designed the annual cover and defined the overall visual direction, establishing the foundation for each year’s report.

Screens from the 2023 “Hello Future” report: a title screen with repeating outlined “Hello Future” type, a glitch-effect fashion portrait and a CEO statement from Daniel Grieder — The visual direction extended beyond my own work. Colleagues and external partners followed the same creative direction across the printed report and supporting assets, including the CEO video, resulting in a cohesive brand experience throughout.

For the 2025 edition, I developed detailed storyboards and animation concepts for the hero animation, working closely with the motion team from the first idea through final production.

Digital Experience

The digital report evolved with every reporting cycle, with new features and improvements that made information easier to find, scan and explore.

The HUGO BOSS report “Highlights” dashboard — filterable cards for the group vision, the CEO letter, key figures (4.3 billion EUR sales, 391 million EUR EBIT) and sales by region — Alongside the annual visual concept, I continuously refined the digital report experience. I redesigned the highlights dashboard, introduced new landing page sections and created interactive features that encouraged exploration beyond the mandatory reporting content.

Throughout the report, I designed custom charts, icons and visual assets that aligned with the HUGO BOSS design language while making complex information easier to scan and understand.