design & strategy capabilities
TRANSCRIPT
Nathan HinzDesign, Illustration, Strategy
Capabilities Document
Nathan Hinz 1Nathan Hinz 1
Hi, I’m Nate.
I’m a design director
specializing in brand identity
and packaging.
The following is an overview of my career, skills,
process and case studies. I’d like us to get to know
each other a little better.
Nathan Hinz 22CAREER WORK SHOWN
I spent three years redesigning the world’s most iconic
whiskey. Deeply involved in the design strategy, I conceived
and created every detail of the package, including glass.
I also led the launch of Jack Daniel’s Tennessee Honey, the
most successful new product in Brown-Forman’s history,
and Jack Daniel’s Sinatra Select, a partnership with the
Frank Sinatra Estate.
I’m best known for
Jack Daniel’s,Tennessee Honey, & Sinatra Select.
Nathan Hinz 3Nathan Hinz 3
I’ve worked with a wide range of wonderful clients.(Some of these logos I designed myself)
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My ideal clients
Need to invest in their brand, but are cautious about change.
Have a perception problem and need to change the conversation.
Realize their audience is evolving and know the brand must too.
Want to invite new people without losing their base.
See the competition has caught up or changed the game.
Are looking to change the game themselves.
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I’m proud to say I’ve created designs in the 20th century that are still in use
today, and often projects last five years or more. I see value in investing to solve
the problem once instead of slapping on another band-aid. I hope you do too.
I use design to solve long term problems.
INTERNATIONAL TRUCKS
One of my first projects, I helped re-brand International Trucks. Almost
two decades later, you can still see the logo on semi truck grills, delivery
trucks and buses across North America. Created at Duffy.
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It’s not my primary focus these days, but for five years it was all I did. This
means I have a rare combination of skills that are invaluable when tackling
complicated projects or collaborating across disciplines.
I have a minor in digital design.
THE ISLANDS OF THE BAHAMAS
For two years, I led the design for all digital marketing for The Bahamas
brand launch. Included bahamas.com, native apps, booking engines, and
online campaigns. Recognized at Cannes, London International Awards,
The One Show, Communication Arts among others. Created at Fallon.
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BMW FILMS
Led the digital design for BMW Films Season 2, the most viewed and
influential campaign of the 2000s. Among many other recognitions,
received Best of the Digital Decade and Grand Prix at Cannes.
Created at Fallon.
Jack Daniel’s. The Oakland A’s. The Bahamas. My experience with huge, famous
brands has been invaluable and informs my thinking on every project.
My work has been seen by millions of people and awarded the world over.
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Think of me as a strategist & designer. DEFINE
BUILD
EXPRESS
All great brands have a defined purpose which drives all expressions. A designer has
a unique perspective, and will see opportunities in a way that threads the emotional
needs to the visual expression more efficiently.
In my career, I’ve often played the role of brand consultant as much as a designer.
This makes me uniquely suited to dig in and discover your brand’s challenges, craft
its purpose, and create expressions that matter.
My ideal project:
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HUMAN INPUT
ARCHITECTUREVISUALIZATION
DESIGN THINKING
Design thinking always looks to distill and simplify the problem.
Human input, from employees to target audience, is critical. A clear
brand architecture will set our goals and drive our purpose. Brand
visualization points to the ideal tone and feeling.
DEFINE
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LOGO
ICONOGRAPHY
PATTERN
MATERIALS
TYPOGRAPHY
TONE OF VOICE
COLOR
BRAND STORIES
Aa
Create the elements for the brand to visually express itself. These
elements form a brand identity system that drives all future
expressions. This system and the brand thinking are presented in
a toolkit to guide brand managers, partners, and vendors.
BUILD
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ENVIRONMENT
PACK AGING
DIGITAL
PRODUCT
COLLATERAL
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The brand identity system is rolled out across all the primary
touchpoints. Speaking in one voice and reflecting the new strategy,
these applications set the standard for future brand expressions.
EXPRESS
Nathan Hinz 1212CAREER WORK SHOWN
IdentityMy strengths...
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Packaging
13CAREER WORK SHOWN
My strengths...
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Illustration
14CAREER WORK SHOWN
My strengths...
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Print Design
15CAREER WORK SHOWN
My strengths...
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The following pages will walk you through the steps behind the recent redesign
of the look-and-feel for the Oakland A’s, created with Hub Strategy.
Created with Hub Strategy
What’s it like to work with me?
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The Oakland A’s are famous for innovation and being a bit feisty. Their working class fans
relate to their perpetual underdog status. They play with energy & exuberance that makes
them easy to like. For a small internal staff, the brand must be simple to execute. The tag
line, green collar baseball gets lost and needs pop. Current branding feels dirty, dated. We
want to be more modern.
Previous look-and-feel
THE BRIEF
CREATED WITH HUB STRATEGY
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Green and Gold Forever: reflecting a team that takes pride in getting more from less, all branding is green, gold and white. High contrast imagery with flat color brings energy with just a few elements.
Photography is tinted green to be instantly own-able and simple to execute. The aggressive combination of the gold bar, photographic player and bold headlines hits for distance.
Visualization
Design Sketch
CONCEPT 1
CREATED WITH HUB STRATEGY
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Deep Roots: bold, raw & slightly nostalgic. Reflect the working class quality of the team values by showing a proud, well-worn face. Let a bit of a patina show through the brand.
Layered color and typography is supported by a pattern made of Oakland A’s iconography. Photography has a warm, grainy quality. The tag line is a masculine, home plate-inspired badge.
Visualization
Design Sketch
CONCEPT 2
Created with Hub Strategy
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The tag line lockup from Deep Roots is brought into Green & Gold Forever. After adjusting the art to blend seamlessly, the photography coloring is made richer for more pop off the gold.
Blending & Finessing
REFINEMENT
Created with Hub Strategy
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POLISH
The brand thinking, design strategy and executional decisions are detailed in a toolkit, which also includes brand positioning, campaign assets, rules & methodology, and layout examples.
Final art & toolkit
Created with Hub Strategy
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Blending their working class history with modern sensibilities, the new look
is bold and energetic. With an efficient methodology for ease of execution,
the Oakland A’s are set for next season and beyond.
RESULT
Created with Hub Strategy
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And finally, more work samplesDon’t worry, they’re short
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LyveIllustrations and patterns give the brand a humanity that stands out in the tech category. Created with Hub Strategy.
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Break Bread HospitalityThe logo is part of a family of illustrations that celebrate the details of a restaurant experience. Created at Cue, Inc.
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Southern Comfort Gingerbread SpiceThe brand looks like wrapping paper to make the holiday liqueur gift-worthy.
