For the HUGO BOSS Innovation Center, Beyond, I was invited to explore creativity within the strict boundaries of the brand’s established identity. My concept, Expanding Circles, symbolizes the horizons of innovation — reaching beyond daily operations and opening new perspectives for the future.

To reflect this forward-looking vision, I introduced a palette of modern digital colors, inspired by cosmic light and the vastness of the universe. This combination of structure and freedom resulted in a visual identity that feels both aligned with the HUGO BOSS brand and boldly oriented toward what lies ahead.