Hustle Hub by LG gram
←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 initial pitch and worked closely with the social strategy team to shape the annual content programs. I also led the creative team in developing concepts and producing social content, and collaborated with influencers to bring the brand to life through launch activations.
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
Brand Design System
At the heart of the system is LG gram itself. Inspired by the ‘gram’—its signature lightness, premium feel, and elegant curves—we developed a brand world that visually embodies movement, flexibility, and gentle strength.
Brand Architecture
Logo
Logo with Slogan
Color Palette
U Graphic
We designed 11 content programs to meet the evolving needs of our community—helping them stay inspired, work smarter, and feel connected. From lighthearted to practical lessons and tips, each content was made to spark conversation and keep the community active and relevant.
↓ CONTENT PROGRAM ↓
HUSTLE HAHA | HUSTLE SUCCESS | HUSTLE HACKS | TRENDS & NEWS | TECH TALK |
SHOW YOUR SET-UP | HUSTLE DAY | HUSTLE BUDDIES | GET MENTORED
Original Social Content
To kick off Hustle Hub, we partnered with influencers who live the ‘Hustle Light, Hustle Right’ mindset. Their voices helped amplify brand’s values and our message. We also hosted a curated launch event—with exclusive branded giveaways—to generate buzz and welcome our first wave of members.
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INFLUENCERS
Stefan Kunz Graphic Designer / Artist
Emily Calandrelli American Science Engineer / Spaceflight Participant
Alice Thorpe Graphic Designer / Digital Creator
Helen Wu Entrepreneur
Launch Content
Emily Calandrelli - Invitation
Stefan Kunz - Hustle Light, Hustle Right
Helen Wu - What it means to Hustle
Alice Thorpe - What it means to Hustle
Emily Calandrelli - Most Valuable Fail