Hued Rebrand
Hued Innovation & Design
I collaborated with HUED, the first company specialized in service design and innovation in Saudi Arabia. To celebrate their rebranding and their commitment to creating 'inspiring experiences,' we developed a high-energy promotional video that reflects their new visual identity and their role in shaping the Saudi Vision 2030
Animation
Credits
Art. Direction
Ibrahim Badri
Animation Direction
Goga
Storyboard
Hued, Goga
Script
Hued Innovation & Design
Design
Ibrahim Badri, Aya Baalbaki, Iman Idris
Animation
Goga, Manuel Bello
2D Animation
Goga, Charlotte Judenne
Music & sound design
Eugenio Fonseca - nitefactory.com
My Role
As the Animation Director, I was responsible for the overall motion strategy and ensuring the brand’s new identity felt alive and consistent.
Animation Direction: I led the animation team, overseeing the pace and flow of the entire piece.
Collaboration: I worked closely with the HUED team to co-develop the storyboard, ensuring the script’s message about "human-centered experiences" was perfectly synchronized with the visuals.
2D Animation: Beyond directing, I also handled key 2D animation sequences and the final motion refinements.
The Task
The challenge was to condense HUED’s multidisciplinary essence—ranging from innovation labs and hackathons to digital solutions and creative storytelling—into a single, cohesive visual narrative. We needed to convey their core mission: merging art, creativity, and design to create positive change and "joyful" customer experiences.
The Solution
We created a fast-paced, high-impact video that brings HUED’s new brand to life. By combining bold art direction with dynamic 2D animation, the piece mirrors the brand’s "creative spirit". The motion language was designed to be as innovative as the services they provide, using fluid transitions and vibrant visuals to weave a narrative that feels both professional and inspiring.
Rough & Clean-Up