Holly Craven

The Challenge: With a new building in the works to expand their offering Washington State Convention Center needed a new name, brand expression and building names to truly reflect one of their best selling features, Seattle.

The Solution: Convention attendees are looking for a trip first and second to be exposed to new ideas. We created space for these fresh perspectives. Convention centers are nothing without what happens within their walls and the community that surrounds them, we bring that power and potential into focus with this scalable identity.

Role: Design Director
Agency: Hornall Anderson

The Challenge: Brand an expansive corporate office to function as a sales center, teaching institute and home to hundreds of employees.

The Solution: Taking into consideration all the needs of the building we created an experience strategy that diagrammed the visitor’s journey and employee’s journey uncovering overlaps and special moments for each audience. Combining hardworking spaces with park retreats and areas for learning we told their story at every turn. Sharing their values, sense of community and pride in the brand.

Role: Senior Designer
Agency: Hornall Anderson

The Challenge: Change the conversation in fashion from “plus-size” to “her size”. We were given the opportunity to support and serve the “her-size” market in a bold and influential way.

The Solution: By getting to know their customer, lifestyle, and unique needs we helped bring a focus to her persona—a confident, hip, connected woman who loves her body. From there, we created an exclusive, stand-alone brand under Lane Bryant (formerly known as Lane Collection) which included a new name, brand voice, and brand identity system considerate of multiple touch points.

The new design reflects femininity, approachability, and a sense of style that helps establish 6th & Lane as a source of runway-inspired apparel she deserves.

Role: Senior Designer
Agency: Hornall Anderson

The Challenge: The MasterCard Foundation sought to acknowledge their transformation from a start-up to being one of the largest foundations in the world. They sought to elevate their role as a thought leader and to appropriately reflect their growing role on the global stage through messaging and visual expression.

The Solution: Creating a brand that supports the belief that their organization is not about changing Africa, rather empowering the African people to make the changes that are most important to them.

This dynamic website enlists a grid-like architecture that enables the user to filter results by category, while telling stories in an editorial style. With an emphasis on rich, striking photography, the goal is to bring visitors back to learn about the brand through frequently refreshing content.

Role: Co-Design Director / Sr. Designer
Agency: Hornall Anderson

The Challenge: Seen as boring and functional, cottage cheese had a limited fan base. Good Culture was intent on changing the way people think about cottage cheese.

The Solution: Research led us to set our sights on motivated “healthy strivers” who want to make good food choices. They have options, but they’re not reflective of the vibrant life they seek. We set out to create a solution that shifts beliefs from diet to desire. With vitality infused throughout the brand, Good Culture now appeals to active people searching for balance, good taste and honest food. No compromises.

Role: Design Director
Agency: Hornall Anderson

The Challenge: In order to grow the company and go from strong founder, Kotter the man to Kotter the company. Kotter was looking for strategic positioning and an identity to further their growth into new markets.

The Solution: Celebrating their unique approach to change management and strategy execution through their superpower that together so much more is possible. We created and identity that visualizes those collaborative connections.

Role: Design Director
Agency: Hornall Anderson

The Challenge: After 90 years, Gerber faced the daunting challenge of appealing to a modern mom. Losing shelf space to new, organic competitors, Gerber needed a way to remain relevant with health-conscious new parents without leaving nearly a century of equity on the table. 

The Solution: Moms across diverse ethnicities and backgrounds saw their own little one in the iconic Gerber baby. This insight guided a refresh of the original charcoal sketch logo. Embracing a commitment to real food, the package design celebrates the goodness inside. With premium ingredients photographed in a perfectly imperfect style. Clear navigation is easy to shop and gives moms peace of mind while empathizing with the chaos.

Role: Co-Design Director / Sr. Designer
Agency: Hornall Anderson

The Challenge: As a distant 3rd in the category Gerber wanted to create the most premium brand offering for Mom when choosing to switch to a new formula. It was important to give Mom peace of mind in her choice to provide comfort for her little one.

The Solution: Through exploration and in market testing we were able to craft a unique packaging system that reaffirms Good Start as the best option in infant formula with the very best range of formulas to cater to mom and baby’s feeding requirements and build scientific credibility around the Good Start name.

Role: Design Director
Agency: Hornall Anderson

The Challenge: Gerber was looking for new ways to remain relevant with health-conscious parents who want to make their own baby food but don’t have time. This offering needed to have a premium look and feel of it’s own while relating to the core food line.

The Solution: Playing the role of endorser, Gerber is able to offer a premium refrigerated baby food with the freshest ingredients. This new look embraces the perfectly imperfect using illustration to elevate flavor and fresh, real food.

Role: Co-Design Director / Sr. Designer
Agency: Hornall Anderson

The Challenge: With a new brand strategy focusing on the power of travel and it’s ability to change the world, this higher purpose needed to be expressed in the product brochures.

The Solution: We set out to awaken the senses. Using a woven tapestry of imagery and language that celebrate the sights, sounds, smells and flavors, of each destination. This layered and rich approach immerses the reader into the possibilities of travel to open minds, build connections and increase shared humanity.

Role: Design Director
Agency: Hornall Anderson

The Challenge: Create fun give-away items for the Cannes Young Lions attendees in Paris.

The Solution: Creativity is Magic and is found within this fun yet practical fanny pack with sunglasses and sunscreen to keep you covered.

Role: Design Director
Agency: Hornall Anderson

The Challenge: To develop a series of gifts that reinforce awareness of Deloitte and keep the company top-of-mind for CMOs and senior marketers.

The Solution: Be the bright spot in their day and remind them that they have a partner. The gift experience will reinforce Deloitte as smart, forward-thinkers and enhance perceptions as a partner that brings fresh perspectives, as well as creative and cool to work with.

Role: Design Director
Agency: Hornall Anderson

The Challenge: Trying to be all things to all people Lucky Charms had lost its way. They needed to get back to their roots and protect their assets, drive consistency, and bring back the kid fun.

The Solution: A guidelines that celebrated old and new assets in a way that the reader truly understood the essence of Lucky Charms. We evaluated assets, removed and created new while providing rules around how and when to use them. All contained within the concept of magic around every corner we established the role of magic, lucky the leprechaun, charms, the rainbow and our tone of voice to bring back the kid fun.

Role: Design Director
Agency: Hornall Anderson

The Challenge: HP was telling a very basic accessory story ultimately losing share to the competition. They needed to stand out on shelf while communicating their good, better, best products within the portfolio.

The Solution: Studying trends and consumer behavior as well as the competitive landscape uncovered an unmet opportunity in the marketplace. We encouraged HP to be a challenger, rooted in differentiation, distinction, and the bold breaking of conventions. Ultimately the design led to a powerful, type-driven solution complimented by the bold use of color distinguishing both types of products and step-up within the portfolio.

Role: Co-Design Director / Sr. Designer
Agency: Hornall Anderson

The Challenge: A new HPE brand identity was created, embodying a minimal, no-nonsense aesthetic meant to match the new company’s steadfast ambitions. Because of the new identity, the need quickly arose to bring HPE’s identity to life across hundreds of global workspaces and environments.

The Solution: We created a flexible design system across a unified family of sign types as well as a comprehensive set of usage rules detailing how to create consistent interior and exterior branding of HPE spaces.

Role: Design Director
Agency: Hornall Anderson

The Challenge: MCN is a medical judgment services provider. We set out to reinvigorate the MCN brand to better reflect the goals and culture that set the company apart in a fragmented category—making it feel alive, relevant, and compelling so that when clients have a choice of company they use, they choose MCN.

The Solution: Go from a clinical, highly-detailed, traditional sea of sameness to a human, discerning, unconventional stand out brand. We positioned MCN as the brand that believes in doing what’s right and doing it better. A brand that believes in the power of a second look.

Role: Design Director
Agency: Hornall Anderson

The Challenge: Needing to stand out on shelf, Pedigree was looking to reinvigorate their offering and showcase their commitment to dogs.

The Solution: Dog’s rule, and we believe dogs should live life to the fullest every day. We gave our dogs freedom to roam and be the hero surrounded by lots of Pedigree Yellow which provides excellent brand blocking on shelf. With a brand identity refresh and simple, clean pack design the elements are uncluttered and easy to navigate.

Role: Senior Designer
Agency: Hornall Anderson

The Challenge: With a future focused strategy, Ethicon was looking for a solution that unified it’s offering while celebrating their desire to shape the future of surgery.

The Solution: Through focus on meaningful and innovative solutions we were able to show the impact Ethicon has on healthcare. Using maximum white space and understated design solutions to put the spotlight on singular insights, revolutionary technology, and our transformational impact on real human lives.

Role: Design Director
Agency: Hornall Anderson