The challenge with Hugo House was striking the right balance between modernity and tradition, celebrating the craft of writing without being overly trendy . The goal was to create a refreshed look for their website and brand that embodied the organization’s mission of supporting writers, while honoring the analog nature of writing.

The goal was to capture a brand identity that reflected its role as a creative hub that writers of all levels and backgrounds could identify with. The brand needed to feel approachable and engaging to new members, yet still honor the organization's history and importance within the Seattle literary community.

The design process began with deep research into Hugo House’s history, services, and role in Seattle’s writing scene. After analyzing their mission and how both the organization and the community viewed them, the brand's identity was distilled into three core pillars: Focus, Engagement, and Support. These guiding principles became the foundation for all design decisions moving forward.

In addition to a new logo, color palette and typography, a set of abstract brand textures became a central element of the new brand. They served as abstract representations of the creative journey—the chaos, order, frustration, and delight inherent in the writing process. These visual metaphors tied the brand together, making it feel purposeful and bold.

The updated identity bridged the gap between tradition and modernity, providing a new, energetic face for the organization without losing its connection to its roots. Overall, the rebrand revitalized Hugo House's image and offered a strong foundation for future growth and engagement. It allowed the organization to stay true to its mission while appealing to a broader, more contemporary audience.