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.
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 5
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 6
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
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 7
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
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 8
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. . .
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 10
PACKAGING
Career work shown
MY STRENGTHS. . .
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 1111
ILLUSTRATION
Career work shown
MY STRENGTHS. . .
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 12
PRINT DESIGN
Career work shown
MY STRENGTHS. . .
COMES FROM WITHIN.
B E A U T YI BELIEVE THAT
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 13
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
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 14
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 15
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.
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 16
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.
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 17
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>>>>>>>>>>>> >>>>>>>>>>>> >>>>>>>>>>>>>>>
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
19Nathan 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 19
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
20Nathan 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 20
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
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
I M A G I N E ( 1 O F 2 )
Created with Hub Strategy
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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 )
Created with Hub Strategy
23Nathan 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 23
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
Created with Hub Strategy
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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
Created with Hub Strategy
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 26
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.
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 29
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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