NATHAN HINZ
WHAT 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
A...
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 th...
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 CLIENTS
P.S...
MY IDEAL CLIENTS
Need to INVEST IN THEIR BRAND,but are cautious about change.
Have a perception problem and need to CHANGE...
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 ...
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 f...
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
MI...
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
IDENTITY
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 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 11
11
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 Y
I 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 ECOME...
PROCESS
DEFINE | 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 THINKING...
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
I
CONOGRAPH
Y
PATTERN
MATERIALS
T
YPOGRAPH
Y
T
O...
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
PACKAGING
DIGITAL
PRODUCT
COLLATERAL
2
EX...
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 ...
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 ...
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 ...
21Nathan 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 ...
22Nathan 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 ...
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 ...
24Nathan 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 ...
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 ...
MORE CASE STUDIES
AND 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 Hin...
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
LYVE
Illustrations and patte...
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 HOSPITALITY
The logo i...
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 SPICE
The brand looks li...
THANKS.
DON’T BE A STRANGER
NATE@NATHANHINZ.COM
EMAIL
612-242-2780
PHONE
NATHANHINZ.COM
WEB
of 30

Nathan Hinz: Design & Marketing Capabilities

This document covers my career milestones, process, and key case studies, including the recent redesign of the Oakland A's look-and-feel. I am an independent design director & illustrator specializing in brand identity and packaging. I'm best known for redesigning Jack Daniel's and launching Jack Daniel's Tennessee Honey. My work has been seen by millions of people and awarded the world over for clients such as BMW, the Bahamas and International Trucks. Feel free to share it to whomever is interested, let me know if you'd like to talk more.
Published on: Mar 3, 2016
Published in: Design      
Source: www.slideshare.net


Transcripts - Nathan Hinz: Design & Marketing Capabilities

  • 1. NATHAN HINZ WHAT 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
  • 2. 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.
  • 3. 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’S I’M BEST KNOWN FOR DESIGNING AND TENNESSEE HONEY, AND SINATRA SELECT
  • 4. 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 CLIENTS P.S. I DESIGNED SOME OF THESE LOGOS MYSELF
  • 5. 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 UPor 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
  • 6. 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. E XAMPLE 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
  • 7. 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. E XAMPLE 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
  • 8. 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. E XAMPLE BMW FILMS Led 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
  • 9. 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 IDENTITY MY STRENGTHS...
  • 10. 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...
  • 11. 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 11 11 ILLUSTRATION Career work shown MY STRENGTHS...
  • 12. 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...
  • 13. COMES FROM WITHIN. B E A U T Y I 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.
  • 14. PROCESS DEFINE | 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
  • 15. 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 THINKING DEFINE 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.
  • 16. 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 I CONOGRAPH Y PATTERN MATERIALS T YPOGRAPH Y T ONE OF VOIC E COLOR BR AND STORI ES 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.
  • 17. 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 PACKAGING 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.
  • 18. 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
  • 19. 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’S EXAMPLE 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
  • 20. 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
  • 21. 21Nathan 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 21 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 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
  • 22. 22Nathan 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 22 VISUALIZATION DESIGN SKETCH 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. >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>I M A G I N E ( 2 O F 2 ) Created with Hub Strategy
  • 23. 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
  • 24. 24Nathan 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 24 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
  • 25. 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.
  • 26. MORE CASE STUDIES AND 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
  • 27. 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 LYVE Illustrations and patterns give the brand a humanity that stands out in the tech category.
  • 28. 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 HOSPITALITY The logo is part of a family of illustrations that celebrate the details of a restaurant experience.
  • 29. 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 SPICE The brand looks like wrapping paper to make the holiday liqueur gift-worthy.
  • 30. THANKS. DON’T BE A STRANGER NATE@NATHANHINZ.COM EMAIL 612-242-2780 PHONE NATHANHINZ.COM WEB

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