Brand Studio = Strategy + Design 

Strategy at its best is curious and creative. It observes, it listens, it asks questions. It understands the key issues and problems. And then it finds a way to solve those problems and turn them into opportunity. 

Design at its best is strategic. It’s purposeful, thoughtful, exacting– almost a science of its own. It’s built to uniquely make people feel and understand how a brand can help. And it shows a core soul that will stand the test of time.

Here at Holotype, we are a blended team of curious strategists, creative writers and inventive designers that have worked at some of the largest, well-respected agencies on the planet. We know how to make business strategy enhance creative expression and vice versa. We challenge each other, spark new thinking, and together craft brands that will build your team, your business, and your legacy for years to come.

The Partners

Suzy Hendriksen - Strategy

Suzy believes that true innovation begins with a deep understanding of people. She is naturally curious, intuitively observant and passionate about creating emotional brands. Suzy’s experience includes years of strategic brand, business, and retail management as both an operational leader as well as an expert consultant. She has advised companies across a diverse range of sectors including CPG, Healthcare, Industrial Goods, Luxury Goods and Financial Services of all sizes - from the brightest start-ups to Fortune 500 iconic brands.

Suzy has an MBA from the Stanford Graduate School of Business, and a BBA from the University of Michigan.

Matt Gordon - Naming & Writing

Matt has spent nearly 25 years naming just about anything that can be named, from semiconductors to city parks. For Chicago’s Office of the Mayor, he named The 606, a park and trail system that won a national planning award in 2016. He has also led naming assignments for FedEx, Johnson & Johnson, Microsoft, Motorola, Visa, and countless others.

Matt has been widely quoted and interviewed by the media, including CBS, PBS, Fast Company, and the Chicago Tribune.

Dale Doyle - Design

Dale is a Grammy-Nominated Creative Director with an illustrious career spanning three decades at the intersection of brand strategy and creative innovation. His expertise has shaped the visual and strategic identities of some of the world's most recognizable brands, working with industry titans across diverse sectors including automotive, consumer packaged goods, entertainment, and global beverage markets.

Throughout his distinguished career, Dale has been a pivotal creative force behind brand development initiatives for an impressive roster of Fortune 500 companies. His strategic vision has guided transformative branding programs for global powerhouses such as General Motors, KraftHeinz, Johnson & Johnson, Diageo, PepsiCo, Hershey, SC Johnson, and Procter & Gamble, consistently delivering breakthrough creative solutions that resonate with consumers and drive brand engagement.

His innovative work has garnered international acclaim, earning prestigious recognition from leading creative institutions. The Recording Academy, Fast Company, Cannes, Communication Arts, Print Magazine, The Dieline, and Graphis have all celebrated his contributions to design and brand storytelling. Dale's creative influence extends beyond traditional media, with his work featured on high-profile platforms like The Tonight Show Starring Jimmy Fallon, The Today Show, and The Late Show with Stephen Colbert.

Beyond creating groundbreaking work, Dale has also been recognized as a respected industry leader and curator of creative excellence. He has served as a judge for distinguished creative competitions including the How International Awards, The Dieline Awards, and the Addy Awards, helping to shape and elevate creative standards across the industry.

What we do

Brand Creation
Expertise:

Brand Strategy
Brand Messaging
Corporate Identity
Brand Identity
Naming

Brand Development
Marketing Strategy
Corporate Communications
Advertising
Promotional Campaigns
Packaging Design
Motion Graphics
Photography
Videography

Innovation
Market Research
Customer Insights
Business Strategy
Product Development
Service Development
Sales and Marketing Training