SU Brand Architecture — Joel Hawkins, design lead

15+ years helping brands build, transform and communicate. Team lead on brand systems, governance, multi-channel campaigns, and live experiences. Open to design lead roles.

Selected Brands

Beatport
MACHINE
Magical Threads
Marriott
Optiv Security
Outreach International
RED Cameras
Singularity University
Steelcase
Toyota

Brand Architecture + Identity Refresh

Singularity University

2017

Original brand architecture

After rebrand

I partnered with the Chief Marketing Officer to lay the groundwork for a rebrand at Singularity University. I audited the existing brand architecture (a mix of global programs, conferences and initiatives), and researched alternative models. Alongside the CMO, I managed RFP responses, interviewed agencies, and led feedback on their pitches.

Once the new identity was established, I was the rollout design lead, with one designer reporting to me. We built the internal libraries and templates that put it into use across the organization.

 Brand Architecture Audit
 Architecture Models + Recommendations
 RFP Response Reviews
 Agency Interviews + Selection
 Pitch Feedback + Creative Direction
 Brand Rollout
 Brand Libraries + Templates

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