Hug Na, My Boss (I love you)
On 3HD
Creative Art Direction
Key Visual Poster & Series Logo
Client: S-Class Entertainment
Director: Tanwarin Sukkhapisit
Platform: Channel 3
Role: Creative Visual Development,
Poster Design
THE PROJECT
Hug Na, My Boss (I Love You) is a romantic drama series by S Class Entertainment, distributed on Channel 3.
For this project, Triple BBB Studio was brought in to develop the visual identity of the series through its Key Visual, Poster Design and Series Logo.
CREATIVE CHALLENGE
One of the key challenges was creating a premium visual identity around the word “ฮัก” — a distinctly Isan word meaning “love.”
The challenge was to preserve the authenticity and emotional character of the Isan language without allowing the typography to feel overly rustic, folkloric or traditional.
We wanted “ฮัก” to feel elegant, contemporary and premium, while still retaining its cultural identity.
The design therefore explored the balance between regional character and modern sophistication — creating a title treatment that feels rooted in its language, yet refined enough to represent a contemporary romantic series.
The challenge was simple:
How do you make “ฮัก” feel expensive without losing what makes it Isan?
The answer was to treat the Thai lettering not simply as text, but as a visual identity — carefully balancing form, proportion, rhythm and ornamentation to create a distinctive logo that could carry both the emotional warmth of ฮัก and the sophistication of the series.
Authentic in language.
Contemporary in expression.
Premium in perception.
SERIES LOGO
The series logo was developed as an extension of the visual identity rather than simply a title treatment.
The typography combines an elegant, romantic character with a contemporary sensibility, reflecting the duality of the story — professional on the surface, intimate underneath.
The logo was designed to work as a recognisable visual asset across the series' promotional materials and campaign communication.
CREATIVE DIRECTION
The creative direction focuses on the contrast between corporate power and intimate romance.
Rather than presenting the story as a conventional office romance, the visual was designed to capture the tension between the characters — the authority of the workplace against the intimacy of a relationship that is slowly breaking through that boundary.
The composition brings both characters into a single, emotionally charged frame, using the executive office
and city skyline as a visual representation of their world.
Warm cinematic lighting, reflective surfaces and controlled contrast create a sophisticated romantic atmosphere while maintaining the identity of a modern workplace drama.
KEY VISUAL
The Key Visual was designed to immediately communicate the central relationship of the series:
Power meets intimacy.
The physical proximity between the two characters becomes the focal point, while the office environment establishes the hierarchy and world surrounding them.
Every element — from lighting and composition to styling, environment, and typography was directed to support one visual idea
A romance that shouldn't happen, in a world where everything is supposed to stay professional.
