Hi, my name is Alexandra Jugović

I build brands people feel in their bodies, not just see on their screens.
For two decades, I've worked where code and soul meet - designing emotional systems, narrative architectures, and immersive worlds that stay with people long after the moment passes.
A collaborator at heart, I work with founders, studios, and creative teams who refuse to let their work dissolve into the generic middle. Who believe technology should have a pulse, not just polish.
My projects have been recognised by BAFTA, D&AD, Cannes Lions, and the Webby Awards, and have been exhibited from Tate Britain to Centre Pompidou.

I'm a Creative Director, founder, and narrative architect working at the edge where art, technology, and humanity meet.
I co-founded Hi-ReS! in London - the studio that helped pioneer immersive digital storytelling when the web was still finding its creative language. We didn't make websites. We built worlds people could feel: interactive spells that glitched, rotted, whispered, and quietly shaped a generation of digital designers and artists.
We made strange, beautiful, award-winning work for visionaries like Darren Aronofsky, Massive Attack, and The Beatles, and for global brands unafraid to feel something - Chanel, Sony, Jägermeister, Toyota, IBM, and more.
Hi-ReS! became a touchstone for digital craft and helped define what a meaningful digital experience could be.
After our Syzygy Group / WPP acquisition, I led the studio's global expansion - building teams in London, Berlin, and New York, scaling talent, protecting the weirdness, and pushing creative boundaries without compromise.
My work has been honoured with awards from BAFTA, Webby Awards, D&AD, Cannes Lions, and Prix Ars Electronica, and has been exhibited at Tate Britain, the V&A Museum, the Barbican, and the Centre Pompidou. It's been featured in over 90 books and countless magazines, and published in the monograph Amantes Sunt Amentes (2008).
I've judged international award shows, including D&AD, The One Show, ADC Young Guns, and Art Directors Club. I'm an Executive Member of IADAS and a voting member of BAFTA.
But what matters most? Making things that matter.

Today, I lead Yū-Gen - a creative practice exploring how narrative, design, and emotional intelligence shape more human futures in the age of AI.
We work with founders, creative teams, and visionary brands to build experiences people feel, not just use. From emotional brand systems to immersive installations to poetic strategy - we design at the edge of culture, technology, and meaning.

We build. We write. We teach.

This isn't an agency model. It's a practice - for those who still believe care is a strategy and that intent matters. For brands that refuse to be mistaken for AI output.

I'm available for consulting, creative direction, and narrative strategy.
👉 Contact Me

This site is my portfolio
🖤 Selected Work

For current work, writing, and invitations to train together:
🖤 Visit Yū-Gen
🖤 Read my Substack

Legacy
🖤 Hi-ReS!