Saturday, July 30, 2011

Could Your Students Become Identity Designers?



Students (and too often their teachers as well) know very little about exciting opportunities for creative lives in the many fields of design. Identity Design might be just the right fit for some students if they only knew about the possibilities. Let's take a look at a designer who has made a living helping companies develop and improve their public image.

Su Mathews (right) is a senior partner in design at the brand strategy and design firm Lippincott. She has 20 years of experience in the creation and development of branding, identity systems, publications, interactive media, annual reports, way-finding and promotion projects for global organizations. At Lippincott, Mathews has led the creation of a select service brand called Hyatt Place. This branding initiative included positioning, naming, logo design and a sensory identity system with a signature scent and soundtrack.

She also helped lead the development and launch of Walmart’s brand revitalization, a massive repositioning that required making the brand more contemporary while retaining the values of its legacy and heritage. Elements of this program include a refreshed visual identity, an enhanced customer experience in-store and online, an award-winning employee brand book, and an overall alignment with the retailer’s new brand essence, “Save money. Live better.”

Her clients have included The Art Institute of Chicago, Chick-fil-A, Citigroup, Coca-Cola, Disney, Financial Engines, Hershey, Hyatt, Intercontinental Hotel Group, JPMorgan, Liz Claiborne, Loews Cineplex Theatres, New York Public Library, Peddie School, The Port Authority of New York and New Jersey, RadioShack, Random House, Tauck, the U.S. Department of State, United and Walmart.

Click on the heading above to learn more about what Lippincott does in the world of Brand Strategies and Design.

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