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Hug Footwear

Creative Direction | Website Design | Shop Design | Social Media

The Client

‘Hug’ is a footwear factory brand based in Ho Chi Minh City, Vietnam. They wanted their own footwear collection after making sneakers for major brands for decades, they had decided on the name ‘Hug’ and logo but needed help with creative direction to appeal to the Vietnamese streetwear market as well as global.

The Brief

To Creatively direct a campaign that could be used for the first year roll-out, through social media to website and film. This involved creating a tone and vision for the brand which would work well within Saigon and Vietnam but still appeal to the rest of the world. Assets created include Film, Photoshoot, Website, Catalogue, Social Media campaign, and store design.


Art direction on Photoshoot

Creative Brief for team

The vision was to create an urban back drop for the sneakers with a Saigonese attitude and style, leaning away from the traditional Vietnam elements and creating an edge. The team assembled by Damian Quinn of  WAES footwear did a fantastic job: Photographer Adrien Crasnault Filmmaker Joe Bishop footwear designer Jaward Braye

I created a brief and pulled together mood boards, locations, perspective directions, street style, shooting angles compositions and thena. tight programme for a one-day shoot and film make in 8 different locations around Ho Chi Minh City.


Hug Film

Brand Design. Logo Design.WordPress Website. Brand Guidelines. Margate

Photoshoot & Filming

Multiple locations filming and shooting around Saigon. 

Social media roll out

I created a collection of graphics using the existing branding to be used for the social media campaign. 

Brand Design. Logo Design.WordPress Website. Brand Guidelines. Margate

Brand Guidelines


Sneaker design

Brand Design. Logo Design.WordPress Website. Brand Guidelines. Margate

Albi Luxe

Happy to say one of my sneaker designs made it into the collection. Named the ‘Albi Luxe’, here it is in Almond Suede and Nubuck leather.

The result

I have worked with Will in various capacities over the past 16 years on design, development, web, graphics and sustainable brand building. It's always been a pleasure, focused work with clear deadlines hit and exceeded in terms of quality, going the extra mile and innovative thinking.

Damian QuinnHug Footwear

If you're in need of assistance with website design or branding, feel free to reach out.
I'm here to help bring your vision to life.


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