Hugo Paluch was someone who saw the unseen and noticed the unnoticed. In the middle of 2016, he began to notice the recyclers in his area. He saw the way they lived and wanted to make their lives better. He took it upon himself to raise money to buy them lunch each week which then turned into a year-end fundraising raffle. Each week Hugo would listen to the stories of the recyclers and their struggles which ultimately led to the formation of Hugo’s Greenhood and the realization of Hugo’s dream to find employment for the recyclers.
Fourteen year old, warm-hearted Hugo Paluch, sadly lost his life after an accident at school in June 2017. Since that tragic day, his memory and who he was, has had a ripple effect of kindness in his community. Since his passing, his parents & the community have continued with Hugo’s cause making the Hugo’s Greenhood initiative bigger than anyone could have ever imagined.
We were tasked with creating the brand identity and launch activation for Hugo’s Greenhood that would capture his hope, optimism and spirit. It was a great honour.