Group Hugg is a multidisciplinary, independently woman-owned design firm based in Los Angeles. We specialize in two core verticals:

Brand Strategy & Design
• Comprehensive research, auditing, and consumer market insights (CMI)
• Strategic positioning and activation strategy
• Campaign development
• Visual identity systems
• Design for products, packaging, advertising, retail, digital, e-commerce, and social

Architectural Design for Experiences
• Retail spaces, pop-ups, exhibitions, and installations
• Immersive digital experiences

As an award-winning team of empathetic and creative souls, we craft brands and experiences that people love. At Group Hugg, we’re passionate about creating win-win scenarios and celebrating every success—with a Group Hugg and, naturally, a cocktail or two.

WHO WE ARE

Kristen Branch  
Founder

Kris is a fierce advocate for investing in design and brand development as essential pillars of a comprehensive business growth strategy. A perpetual student of social movement study, Kris holds a Master’s degree in Branding from the renown program at the School of Visual Arts, where she studied under chairman Debbie Millman. Kris continues her academic career as an Assistant Teacher for the Masters in Branding programs’ Semiotics of Social Movement course and for the thesis semester.

A Massachusetts native and graduate of Syracuse University, Kris has 20+ years of experience creating strategic brand and consumer-centric solutions for global CPG and publishing companies, garnering awards and establishing herself as a trusted go-to partner to reimagine the status quo.

Embracing a global holistic creative strategy for her work, Kris focuses on the “big picture” and making connections on how cross-functional systems can accelerate and enhance business and brand strategies for her partners. Partners include Disney, Amazon, Sundance, Sephora, Newell Brands, Target, Walmart, Live Nation, Simon and Schuster, BBB, and more. 

Kris is the founder of Paper Rowte, a brand strategy and design innovation firm exclusively for women in sports and entertainment.

Roxanne Benefiel
Co-founder

Rox is a compassionate and creatively driven brand director and communications expert with spirited determination. As Co-Founder of Group Hugg, her mission is to prioritize the humble over the huge and community over the corporate.

With over 15 years of experience in design, brand strategy, and marketing, Rox has worked extensively with non-profits and startups. Recently, she partnered with Mariska Hargitay’s The Joyful Heart Foundation, where she is managing and leading the brand and content strategy for the foundation’s comprehensive website reinvigoration program. She holds a Master’s degree in Branding from the School of Visual Arts in New York City.

Rox has served as an executive board member for The One Club for Creativity (previously the Art Directors Club), actively volunteers in local social movements, and is a Graduate Teaching Assistant at SVA. She is the co-founder of Paper Rowte, a professional astrologer, and dancer.

our Collective

Rosemarie Albanese, Emelil Walter, Tandiwe Zulu, Davis Luceriaga, Maureen Martinez, Tom McCormick, Amelia Nash, Stephen Miller & growing.

WHAT WE DO

CREATIVE

Creative Direction
Brand Design
Visual Identity
Photo Art Direction
Packaging Design
Merchandise Design
Apparel Design
Illustration
Digital Branding
Social Content
Copywriting Mastery

STRATEGY

Brand Strategy
Brand Positioning
Brand Architecture
Naming & Nomenclature
Voice & Language
Innovation Funneling 
Brand Communication
Integrated Advertising
Content Creation
Social Strategy
Social Content

RESEARCH

Competitive Recon
Cultural Scouting
Consumer Insight Mining
Research & Analytics
Conceptual Ideation
Product Innovation
Target Audience Framing
Customer Journey

EXPERIENTIAL

Retail Design
Experiential Design
Environmental & Interiors
Architecture & Installations
Signage & Wayfinding
Mural Design
Production & Build
Animation & Motion
Sonic Branding
Film & Video
Full-Service Production

OUR VALUES

Zero Bullshit * Crazy High Standards * Embrace Emotions * Research & More Research & Citing Sources * Infinite Passion * Finite Deadlines * Go Big or Go Home Mentality * Trusting Our Gut Instincts * Being Human * Making Work That’s Human * Taking Work Seriously & Not Taking Ourselves Too Seriously * LOLs
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