How to turn a startup idea into a credible-looking venture: When shaping the direction for the Hu...How to turn a startup idea into a credible-looking venture: When shaping the direction for the Hu...
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Bartek Marzec
• Dec 18
How to turn a startup idea into a credible-looking venture:
When shaping the direction for the Hugo website, we avoided the obvious
No lab samples
No vets in white coats
Instead, we led with emotional visuals
Joyful, everyday moments owners share with their pets.
Moments everyone instantly recognises
That choice does the heavy lifting
It quietly reinforces the promise:
you’re giving your pet a longer, healthier life
No explanation needed
No heavy-handed claims
Just a feeling that lands
Visuals evoke emotions
Emotional connection sells
Yes, premium design has a cost. But the wrong first impression or leaving viewers indifferent after the effort of attracting them in the first place, is a lot more expensive.
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