Hustle Hub by LG gram
LG gram, known as the world’s lightest laptop with powerful performance, wanted to go beyond a one-time campaign and build something more lasting: an online community.
We launched Hustle Hub by LG gram, a Facebook group-based community where like-minded professionals connect, inspire one another, and feel empowered—brought to life through original content and influencer collaborations.
From the ground up, we created a brand identity tailored to our audience and developed 11 annual content programs in collaboration with social strategists.
My role: I co-led the pitch and led the design team in building the brand identity and visual guidelines. I worked closely with the social strategy team to shape the annual content program and community guidelines. I also led the creative team in developing social content based on the programs and briefed influencers.
ECD Joao Flores
CD Callum Fitzhardinge
ACD Haehyun Park
Copywriter Dash Warren
Branding/Design Jonny Singh · Frank Gouwy · Philip Tan · Yooin Cho · Doyeon Lee
Social Strategist Werner Lucksch · Lukas Snioka · Vinessa Lim
Design System
The overarching design theory comes from thinking about Life on the Move. Our audience is always on the go, getting things done and jumping from one-thing-to-the-next. Since the essence of the big idea is to work and hustle smart, the brand always has a sense of energy, movement and excitement.
The ‘gram’ element of the logotype is light, premium and the mark of the brand. We took inspiration from the shapes to influences our brand system.
U Graphic
The curve became our metaphor for the online world, different screen sizes and the U of You. Influencing the visual expression of the brand at every level. We created a modular and flexible graphic device that is a signature of the Hustle Hub by LG gram identity. We call this our ‘U Graphic’.
A Social Platform Redefining Hustle Culture
We didn’t just create a brand design system to establish a long-lasting platform—we brought Hustle Hub to life with 11 dynamic content programs running annually. These programs are designed to address emerging audience needs, attract new members, and keep the community actively engaged. From lighthearted content to practical lessons and tips, each program is thoughtfully curated to spark meaningful conversations and maintain a vibrant community spirit.
To launch Hustle Hub, we teamed up with influencers who embody the 'Hustle Light, Hustle Right' mindset, amplifying the brand’s values and message. We also hosted a small launch event, complete with exclusive giveaways of branded goods, creating buzz and excitement around the platform.
