Explainer Video
Hugo&Borg is a cabinetry brand sold exclusively at Lowe’s, offering high-quality, design-led kitchen solutions supported by digital tools like a visualizer, instant pricing, and 24-hour free design services. This project was a website explainer video that showcases the virtual kitchen experience—helping customers understand how to explore, design, and price their dream kitchen online with Hugo&Borg.
Client
Hugo & Borg - Magickwoods
Service Provided
Explainer Video - Motion Graphics
The Goal:
The main objective was to visually demonstrate how users can plan their space using Hugo&Borg’s online tools, from trying the simple visualizer to getting instant pricing and a free design within 24 hours. The explainer needed to reduce friction for first-time visitors, make the digital journey feel easy and enjoyable, and highlight the brand’s focus on details, service, and convenience from home.
1
The Challenge:
Motion is used to simulate the feeling of virtually building a kitchen: switching door styles, adjusting layouts, and previewing combinations, making the digital tools feel intuitive rather than technical. Key lines like “Plan your space”, “Instant Pricing”, and “24HR Free Design” are visually emphasized to reinforce Hugo&Borg’s promise of expert help plus digital convenience. Designing an explainer that simplifies a multi-step digital journey—visualizer, instant pricing, and 24-hour free design—without overwhelming first-time users was a key challenge. The story had to make a fairly advanced tool feel intuitive for non-technical homeowners while still showcasing the depth and flexibility of Hugo&Borg’s virtual kitchen experience. Another challenge was balancing brand aesthetics with clear UX communication: the video needed to highlight cabinetry beauty, Lowe’s-exclusive positioning, and “little details,” while still keeping on-screen UI, labels, and callouts legible and easy to follow across different screen sizes and viewing contexts. Role & Responsibilities Structured the story around a “virtual journey” where users build a kitchen step by step using Hugo&Borg’s digital designer and visualizer. Designed and animated the interface walk-through, showing how to select cabinetry, plan layouts, and access quick quotes and design support. Created motion graphics to highlight key propositions like “Instant Pricing”, “iDesign”, and “24HR Free Design”, ensuring these website features are clearly understood. Managed pacing, transitions, and composition so the video works effectively both on the website and in presentations or in-store screens. Creative & UX Approach The explainer adopts a clean, aspirational visual style that mirrors the Hugo&Borg website and brand—focusing on elegant cabinetry, smooth interactions, and clear calls to action. The narrative follows a simple arc: discover the brand, explore cabinetry, use the virtual tools, and connect with designers—so viewers can quickly see “what to do next” after watching.
2
The Result
The final website explainer gives Hugo&Borg a focused, high-impact video that clearly communicates how customers can experience and design their kitchen virtually before stepping into Lowe’s. It enhances the online journey by turning complex digital tools into a simple, guided story, supporting both brand perception (premium yet accessible) and conversion through better understanding and engagement.
3
