Nathan Hinz: Design & Marketing Capabilities

NATHAN HINZWHAT I ’VE DONE. WHAT I CAN DO.

D E S I G N & M A R K E T I N G C A PA B I L I T I E S

D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 2

I’M A DESIGN DIRECTOR

SPECIALIZING IN BRAND IDENTITY

AND PACKAGING.

HI, I ’M NATE

The following is an overview of my career, skills, process and case studies.

Let’s get to know each other a little better.

D E S I G N & M A R K E T I N G C A PA B I L I T I E S 3Nathan Hinz Created at Cue, Inc

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.

JACK DANIEL’SI ’M BEST KNOWN FOR DESIGNING

AND TENNESSEE HONEY, AND SINATRA SELECT

D E S I G N & M A R K E T I N G C A PA B I L I T I E S 4Nathan Hinz

I ’VE WORKED WITH A WIDE RANGE OF

WONDERFUL CLIENTSP.S. I DESIGNED SOME OF THESE LOGOS MYSELF

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 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.



I USE DESIGN TO SOLVE

LONG TERM PROBLEMS

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.

EXAMPLE I N T E R N A T I O N A L T R U C K SOne 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


I HAVE A MINOR IN

DIGITAL DESIGN

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.

EXAMPLE T H E I S L A N D S O F T H E B A H A M A SFor 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


MY WORK HAS BEEN SEEN BY

AND AWARDED THE WORLD OVER

MILLIONS OF PEOPLE

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.

EXAMPLE B M W F I L M SLed the design for all digital components of 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

D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 9Career work shown

IDENTITYMY STRENGTHS. . .


PACKAGING

Career work shown

MY STRENGTHS. . .


ILLUSTRATION

Career work shown

MY STRENGTHS. . .


PRINT DESIGN

Career work shown

MY STRENGTHS. . .

COMES FROM WITHIN.

B E A U T YI BELIEVE THAT


B ECOMES FROM WI

A great brand knows what it is, and acts like it. There is a defined purpose which drives all

expressions. With a background in brand thinking and design, I’m uniquely suited to dig in and

discover your brand’s challenges, craft its purpose, and create expressions that matter.

PROCESSDEFINE | BUILD | EXPRESS

WHICH BRINGS ME TO



HUMAN INPUT

ARCHITECTUREVISUALIZATION

DESIGN THINKINGDEFINE

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.


LOGO

ICONOGRAPHY

PATTERN

MATERIALS

TYPOGRAPHY

TONE OF VOICE

COLOR

BRAND STORIES

Aa

BUILD

The Define phase informs all the ways the brand will

VISUALLY EXPRESS ITSELF. A set of elements

are created as a BRAND IDENTITY SYSTEM for

all future expressions. This system and the brand

thinking are presented in a TOOLKIT for brand

managers, partners, and vendors.


ENVIRONMENT

PACK AGING

DIGITAL

PRODUCT

COLLATERAL

2

EXPRESS

The brand thinking and identity system guide the

LOOK AND FEEL of the brand expressions. All the

PRIMARY TOUCHPOINTS are updated, reflecting

the NEW STRATEGY, and set the standard for

future brand expressions.

18Nathan Hinz: Design & Marketing Capabilities Confidential Document D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 18

Simplify, simplify, simplify. Get to the

root of the problem, with honesty about

our faults and ambition in our goals.

Visualize the goals with imagery and

language. Explore design sketches. A

blurry solution starts to appear.

Big shifts. Tiny tweaks. With a high

level of craft and attention to detail, the

solution comes into focus.

Execute the final product to the highest

standards through expert production

knowledge and years of experience.

WORK WITH ME?THE TYPICAL STEPS ON A PROJECT

WHAT’S IT LIKE TO

OUTLINE IMAGINE REFINE POLISH>>>>>>>>>>>> >>>>>>>>>>>> >>>>>>>>>>>>>>>



THE OAKLAND A’SEXAMPLE

The following pages will walk you step-by-step through the recent

redesign of the look-and-feel for the Oakland A’s.

Created with Hub Strategy


WHAT’S THE PROBLEM?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.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>O U T L I N E

Previous look-and-feel



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

I M A G I N E ( 1 O F 2 )


>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>


VISUALIZATION DESIGN SKETCHDeep 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.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>I M A G I N E ( 2 O F 2 )



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.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>R E F I N E

BLENDING & FINESSING



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.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> P O L I S H

FINAL ART & TOOLKIT


25Nathan Hinz: Design & Marketing Capabilities Confidential Document D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 25Created with Hub Strategy

Blending their WORKING CLASS HISTORY with MODERN SENSIBILITIES,

the new look is BOLD and ENERGETIC. Combined with a system that is also

SIMPLE TO EXECUTE, the Oakland A’s are set for next season and beyond.

MORE CASE STUDIESAND FINALLY,

DON’T WORRY, THEY’RE SHORT


D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 27Created with Hub Strategy

LYVEIllustrations and patterns give the brand a humanity that stands out in the tech category.

D E S I G N & M A R K E T I N G C A PA B I L I T I E SNathan Hinz 28Created at Cue, Inc

BREAK BREAD HOSPITALITYThe logo is part of a family of illustrations that celebrate the details of a restaurant experience.


SOUTHERN COMFORT GINGERBREAD SPICEThe brand looks like wrapping paper to make the holiday liqueur gift-worthy.

THANKS.DON’T BE A STRANGER

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