CNN+ was a new streaming service built to bring CNN's journalism to a cord-cutting audience. It went from concept to launch in under a year across Apple TV, Fire TV, Roku, mobile, and web. Our team designed the live news and on-demand experiences, along with Interview Club, an interactive format where viewers could submit and upvote questions for guests in real time. Because it was a zero-to-one product, we also laid the groundwork for a design system that could grow with it.

CLIENT

NBC Universal 

ROLE

ACD, Huge

When NBCUniversal's 24-hour preschool network Sprout refreshed its brand in 2015, our team at Huge helped design a new home for Sprout Online. The site brings together clips, games, and full episodes in a way that reflects the brand's commitment to families. User testing with preschoolers shaped how we refined paths to content and calls to action, so kids could easily find the shows they loved.

Digital Private Banking was a new advisory platform for Credit Suisse clients, launched in Asia-Pacific in 2015 on iOS, Android, and web. Our team at Huge worked on the rapid launch strategy and the product experience. The platform lets clients follow their portfolios, read the bank's research and investment strategies, and chat directly with their relationship manager. We also built a living design library to support ongoing product development across the bank.

Bridgeplus, a coworking space in Southeast Asia, wanted to evolve its brand to welcome both early-stage startups and established companies. At R/GA, our team created a new visual identity around an architecturally inspired "plus" mark, whose overlapping lines suggest the different communities working in each space. The system grew to include a custom typeface in two weights, Bridge Sans Outline and Bridge Sans Solid, plus 3D explorations that took the brand beyond the page.

More than 80% of Singapore's residents live in public housing (HDB) flats, and most of them are customers of SP Group, the country's regulated utility. When Singapore opened its energy market to competition in 2018, SP Group faced its first real competitor in decades and began rethinking how it served customers, both digitally and in person. Our team was asked to create a scalable service transformation vision for its Customer Service Centre at HDB Hub, one that connected the in-person visit with the company's other channels into a single, more seamless experience.

Get Old, Pfizer's health and wellness program, wanted to open up a more honest conversation about aging and reach a new generation. With the team at Huge, we relaunched it around the line "Fear Less. Live Longer. Get Old." and a lighthearted #FOGO (Fear of Getting Old) theme. That theme carried across social, video, and out-of-home ads on Pfizer's Manhattan headquarters. The FOGO Quiz, which gave people a funny "old" persona to share, became one of the campaign's most popular pieces, reaching over 200,000 users a month.

Erie Insurance, founded in 1925 and known for its loyal customers and network of independent agents, wanted a digital home that would also appeal to a younger, more digitally savvy audience. Our team at Huge redesigned the site across auto, home, business, and life insurance, with a responsive experience that works across desktop and mobile. We also created a style guide to keep the new design consistent as the site evolved.

As SK-II worked to reach younger shoppers across Asia, our team at Huge helped carry its digital thinking into physical stores. In Tokyo, we designed, prototyped, and launched touch-screen kiosks that made it easy for non-Japanese-speaking tourists to buy SK-II products. We also contributed to the Future X Smart Store, which used facial recognition and smart sensors for personalized skincare counseling. Our influencer content and retail photography and video ran in hundreds of stores across Asia.

© 2026 Tim Cripps

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