As part of the 2023 BOSS Open in Stuttgart, I worked for HUGO BOSS as a live illustrator and hand-lettering artist. The historic ATP men’s tennis tournament provided the perfect setting to offer visitors personalized products as exclusive souvenirs. To that end, I collaborated with BOSS to develop a collection of illustrations and lettering designed specifically for the event.
Real-time personalization for brands and sporting events
At the event, guests could choose from a selection of specially designed motifs and have various BOSS products customized. Coffee mugs, water bottles, card cases, and yoga mats were hand-decorated with illustrations or lettering, transforming them into unique, personalized pieces. Each design was created live and applied directly to the respective product—a creative service that combined high-quality accessories with a personal touch.
Custom product design as a brand experience
Personalization is a powerful tool for bringing brands to life and actively engaging customers in an event. Instead of a traditional giveaway, visitors received a custom-designed BOSS product created exclusively during the BOSS Open. The project demonstrates how live illustration and hand lettering can be successfully integrated into sporting events, brand activations, and exclusive customer events. Custom-finished products attract attention, encourage interaction, and leave a lasting impression long after the event has ended.