As co-founder and Creative Director of August Agency—a partnership between myself, Rinat Aruh, and Johan Liden, the brilliant minds behind Aruliden—we collaborated with P&G Prestige out of Geneva. Working within their unique vis-id system, we defined and clarified strategic opportunities for their portfolio. Our first major challenge was Hugo Boss. Tasked with distilling the core elements of this iconic yet minimalist brand, we reimagined its expression across all consumer touchpoints, amplifying and extending its key assets. The highlight was developing Hugo Boss The Scent. We built a concept centered on desire and warmth, crafting a fresh visual language—beginning with the bottle design—that opened a compelling creative territory for the Hugo Boss universe.