Hugo Ferradas
Brand Design & Creative Direction

ferradashugo@gmail.com
linkedin

BSF
Rebrand

Banque Saudi Fransi become BSF.

To create their new identity, we studied handcrafted arabic geometry and built a custom digital asset generator, which crafts unique patterns using typography. The patterns and new identity as a whole is anchored in a simple shape — the hexagon. Part of the bank’s design DNA, used as the logo container for 48 years, the hexagon now becomes the signature graphic motif that aligns everything.

A new identity born from the past, reimagined for the future.


Client — Banque Saudi Fransi

Role — Design Director

Company — R/GA

Selected work
2010 — 2021

• Harry Potter — Logo and Design System +
New logo and visual identity for Harry Potter.
HBO is bringing the iconic story to a new generation, and we collaborated with them to reimagine one of the most recognizable logos in pop culture and create a fresh brand world for its magical universe.
• Android — Global Rebrand +
New Brand Identity for Android.
Android has 3.5BN active users, 12M developers and powers the Google ecosystem, but the brand itself was static, disconnected, corporate and increasingly invisible.
• Adidas — Alpha Edge Design System +
Adidas came to Stink Studios to launch the Alpha Edge 4D Collection. We produced a shoot of stills and video, created art direction of key visuals, custom typography, motion graphics, and a launch film for online, social, and in-store formats.
• BSF — Brand Identity +
Banque Saudi Fransi become BSF.
To create their new identity, we studied handcrafted arabic geometry and built a custom digital asset generator, which crafts unique patterns using typography. The patterns and new identity as a whole is anchored in a simple shape — the hexagon.
• Enterprise Mobility — Brand Identity +
Meet Enterprise Mobility. New name. New identity. New custom typeface.
The system is rooted in “Journey Lines” inspired by Enterprise’s original hand drawn logo. We rescue and redesign the company's initial logo from 65 years ago Reimagining the concept of "journey" throughout the entire design system.
• FOX ONE — Brand Identity +
Everything Fox, together in ONE place!
We developed the full brand identity for Fox One, a new streaming platform dedicated to all things Fox. From naming and logo design to the complete visual system and motion behavior, we crafted a bold, cohesive identity that positions Fox One as the ultimate destination for Fox-related content.
• Venu — Brand Identity +
Warner Brothers, ESPN, and Fox Sports are joining forces to launch the most competitive sports streaming platform on the market. Imagine no longer juggling multiple platforms, interfaces, and subscriptions just to catch all your favorite games. What if you could watch everything in one convenient place?
• Pio — Brand Identity +
Pio automates warehouse distribution and logistics through dynamic robotic solutions. We defined a new brand strategy, identity and visual language, product design and launch activation. The outcome is a monospaced, adaptive and modern brand that shows a new way to reimagine space.
• Eurosport — Design System +
A design system for one of the largest sports broadcast in Europe. Under the concept of "The full picture of Sport" we developed a visual language for Eurosport Player that allows the photography and footage to take their rightful place at the centre of everything.
• BACK2LIFE — Brand Identity +
A brand identity against hangovers.
Looking at the landscape of recovery drinks, we see a very clinical and scientific tone of voice and art direction. Being BACK2LIFE a small Spanish startup, our only option to stand out is to find our own tone moving away from the "pharma" universe.
• Wio — Branding & Product +
Brand identity for a new digital banking platform that guides you to achieve your goals.
Inspired by the concept of "Wayfinding" we created a future-focused brand that encourages customers to find a better future and guide them to arrive there.
• Wayey — Branding & Product +
Weyay is the mobile bank empowering Kuwaiti youth to take control of their future. We defined the end-to-end brand strategy, positioning, identity, tone of voice and brought this to life through the product and launch activation.
• Benetton — Design System +
Known for their freedom of thought and history rooted in breaking barriers, Benetton partnered with R/GA London to drive the company’s transformation via a 360 rehaul of its global direct-to-consumer experience.
• V&A — Design a Ring Experiencie +
As part of a larger project to refresh the Jewellery Galleries of Victoria & Albert Museum, we were asked to create a digital experience where the users could interact and create their own branded jewel and learn in the process. experience where the users could interact and create their own branded jewel.
• Permanence — Brand Identity +
Permanence is more than a hotel company, because their purpose isn’t just about staying. Is about staying in this land, and also about preserving untouched wilderness only to have a baseline, so we never forget what the real world is like in perfect balance.

Contact

ferradashugo@gmail.com
linkedin