Enabling growth for Huboo

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.

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.

Ben Mott
Founder &  Managing Director, FutureKings