Brandworks @ HLG

Run by our Chief Strategy Officer Amanda Zarle, Brandworks @ HLG helps organizations define, clarify and sharpen their brand messaging. We start by interviewing key internal stakeholders to uncover your company’s unique Brand DNA. Next, we dig into what matters most to your consumers, how they view your brand, and the cultural context that impacts your growth. From here, we craft creative campaigns that will extend across all marketing channels.



Discovery: The kick-off meeting is followed by any combination of stakeholder interviews, immersion into existing materials, primary and secondary research, competitive analysis, and team work sessions.

Market Research: When budget and time permit, we like to do some level of market research for every project. The insights gained from this effort provide guidance, uncover opportunities, expedite consensus, and confirm we are on the right track.

Brand Strategy: With a deeper understanding of the company’s business objectives, consumer insights and the market dynamics, the brand strategy and positioning framework is developed. This framework is then discussed, challenged, and refined in a team workshop and will serve as the strategic foundation of the brand to unify all creative and messaging around a single tone and voice.

Ideation & Production: Creative teams then develop a range of brand ID (more on that below), design and conceptual executions to bring the positioning to life. With unparalleled efficiency, our in house production teams can quickly and seamlessly produce more assets on tighter timelines across myriad touchpoints.

Launch, Learn & Optimize: Working with partners, HLG tracks and optimizes marketing efforts to ensure campaign effectiveness.

Brand Identity

A brand is more than a logo or a visual identity or a color palette. Today a brand is all about how it makes your customers feel across all touchpoints. Our brand identity offering is a complete solution from naming and logo design to communications and style guides. We harness the power of visual design to connect with people in modern and meaningful ways.

  • Naming
  • Logos & Visual Identity
  • Product + Packaging Design Systems
  • Style Guidelines + Brand Books