COLLIN

HUMMEL

Brand Experience  //  Brand Design  //  Creative Direction

STRATEGIC  FOUNDATION.

SUCCINCT CREATIVITY.

COLLIN

HUMMEL

A concept-driven, highly experienced Creative Director, specializing in the development

of and exploration of ideas and design strategy for brands – weaving words and images

into simple narratives which talk to the right people.

EDUCATION

UNIVERSITY OF WISCONSIN, EAU CLAIRE

Bachelor of Science

Double Major: Art, Advertising

Brand Design Manager

Responsible for the visual manifestation of the 3M brand, bringing our vision, culture, history and playbook to life via digital, video, experiential, physical, and print activations.

 

Helped drive an increase in 3M brand value of $2 billion dollars through the concept and execution of a variety of brand projects, including the 2016 3M SXSW activation, 3M’s Back to the Future celebration event in New York, and Kids Curiosity videos project. Activated an experiential marketing project at the 2017 Fast Company Innovation Festival where 3M earned 63% of all event social media chatter..

 

Led 3-year project to re-think/re-imagine 3M’s approach to Customer Innovation Centers through research, strategy, design, and build. Included is the creation of the Washington D.C. Innovation Center and its exhibits, messaging for launch, and assets to promote the Center.

 

Led creative development of 3M’s 2018 brand campaign: Wonder. This multi-channel

campaign was designed to evoke a sense of curiosity by posing a series of intriguing, relatable questions  on topics our audience was familiar with or found relatable in their day to day lives. Paired with visual cues, we tapped into their curiosity to drive a deeper understanding of 3M, the company.

Sr Brand Sponsorship Manager

Currently managing the brand activation programs around 3M's brand sponsorships and partnerships.

 

Responsible for the brand design of all 3M Open - our PGA TOUR event - touchpoints, including logo, messaging, creative portfolio, and event experience. 

Created customer and fan experiences for 2019 Super Bowl, 2019 Final Four, various  Masters experiences, and 2019 Military Bowl.

Created fan experiences as part of our Vikings sponsorship, including our nationally-covered "Purple Night Lights" program where all 64,000 fans used their phones and 3M film to light the stadium purple.

Creative Director

Led the change from a fixed-width 3M.com web experience to a responsive one. I managed a team of designers, our agency partners and internal partners on the development of our digital experiences and oversaw the roll out new platform to a variety of 3M country locations for global alignment.

 

Oversaw user testing on prototypes, including lean user testing. Designed creative experience for a variety of breakpoints and created a design pattern library (made up of 115 unique patterns) which allows for consistency in user experience, re-usability, and maintainability.

 

Trained internal and external partners on visual standards as they pertained to our digital brand,

including the use of photography, iconography, fonts and colors.

Work History

3M Company

Creative Director - US Bank

Served as Creative Director for the US Bank Experience Group. I was contracted to re-think and re-create the entire student banking experience, with a focus on creating a

“responsive” or device agnostic Website that not only informed students and their parents of financial tips and other content, but does so in an engaging, unique and responsive manner.

In my tenure with U.S. Bank, my duties and obligations included:
 

  • Market research on the student banking experiences;

  • Focus group and user testing on desktop and mobile devices;

  • ·Creation of design mock-ups for prototyping;

  • Creation of college branded landing pages.

  • Brand oversight for usbank.com;

  • Advertising content creation.

Creative Director - Best Buy

My role as Creative Director / Usability Designer for Best Buy Connect was one which saw me

oversee a complete business branding process, including the review, oversight and creation of an e-Commerce Website, user experience flows for device activation, brand guidelines and in-store creative.

Secondary duties included the creation of new graphics and concepts for alternative business

opportunities, including packaging design, logo creation, PowerPoint layouts, infographics, sell

sheets, and more. This work was reviewed with great applause by the leadership at Best Buy and helped lead to the acquisition of Best Buy Connect by an outside party.

Other Relevant Experience

Design Team Manager - Thomson Reuters

Primary responsibility for all service activities related to FindLaw Website design production in a management role. 

 

In this role, I was accountable for the on-time delivery of design prototypes, hiring and training of the designers (staff of 33 Senior, Web and Associate Web Designers), and quality of the product being delivered.  I also managed the careers of all assigned staff, and contributed to group process-improvement initiatives. In the span of 5 years, I took the team from a group of 11 to 33 team members, which was recognized with 34 national award-winning Websites.

Secondary duties included design and implementation of in-house marketing and creative materials ranging from print pieces, on-line presentations, sales and field guides (including selling decks), and other creative entities. Adhered to and supported company brand and style guidelines