HUBOO

Building a brand for growth

Huboo is a eCommerce fulfilment partner using great people and smart technology to enable businesses to grow.

They launched to disrupt their category because they could see an opportunity to do things differently. Their service-led hubs put people at the heart of an industry not known for it. For their clients that means higher quality service, and a human approach supported by flexible, end-to-end technology.

WHAT WE DID

Brand strategy
Brand architecture
Brand identity
Research
Brand Hub
UI Design System

RESULTS

Launched to market November 2022

Maintaining the momentum, focusing on the future

CHALLENGE

Having scaled the business very quickly, and having successfully secured Series B funding in Q4 2021, Huboo needed to get its brand organised for the next stage of growth.

Our brief was to help them optimise their existing brand, working with their founders and leadership team to define how to communicate what the business does, and then building a solid strategic platform to drive growth.

Once completed, we then had to optimise and sharpen the existing brand identity - creating a system to allow scaling into global markets. And all captured in our flexible digital brand guidelines tool.

STRATEGY

Using our Organise for Growth brand programme, we worked with the founders and the leadership team to hone in on what makes Huboo unique. To do that we analysed the what, why and how of the business, audited the competitor set and built customer personas. This enabled us to create a solid, future proofed strategic brand platform.

To drive growth and consistency, we created an Organising Idea for the business: Enabling Growth. This forms the foundation for everything Huboo does, ensuring complete focus across the whole organisation on enabling customers to grow their businesses successfully.

We worked with FutureKings to reposition and relaunch the Huboo brand to set the foundations for global expansion. The FutureKings strategic process took us on exactly the right journey to find the right compelling positioning that served our customers, our people and our business ambitions. Then, they expertly brought this positioning to life through creative and digital expression which has already had significant impact internally and externally.

Paul Bennett, CMO, Huboo

Creating a distinctive brand ready to take on the world

Huboo was already a well known brand, featuring as sponsorship across Bristol City’s and Bristol Bear’s kits and was popular amongst loyal customers too. We knew we had to preserve the soul of the brand, whilst ensuring it was refined and organised to scale internationally to meet the business goals.

The challenge was to ensure the creative identity could highlight universally appealing yet distinctive brand codes — ones which could have meaning for every size of business wherever in the world they might be. We focused in on and enhanced the purple to occupy a more open space amongst their competitors and create a unique brand code in the industry. We also extended their box mark into a highly flexible, digital-ready graphic device which demonstrates the Organising Idea, Enabling growth, through the upwards arrow or trajectory. Re-orientating the illustration to be more focused on people (instead of processes) was also key to standing out from the competition by by showcasing the people in the brand.

This was a fantastic project for us at FutureKings, working with a really talented team with huge ambitions for their business. Their massive growth plus expansion overseas meant this was the right time to create a simple, clear and consistent brand strategy and identity for their business that could be repeated everywhere.

The resulting identity has real impact now and we hope they go from strength to strength.

Steven Anderson
Co-Founder & Executive Creative Director, FutureKings

Building a brand for growth

Win today. Rule tomorrow.