HELLO PERSON ON THE INTERNET. I’M A CREATIVE DIRECTOR AND BRAND BUILDING PERSON WHO HAS HAD JOBS GROWING BRANDS THAT IMPACT CULTURE AT WIEDEN+KENNEDY (PORTLAND) & OGILVY (NEW YORK), BUILDING AND REBUILDING BRANDS AT WOLFF OLINS (NEW YORK) & EDENSPIEKERMANN (AMSTERDAM), AND SETTING CREATIVE FOUNDATIONS FOR COMPANIES LIKE CHAPTER (SAN FRANCISCO). BRANDS I’VE WORKED ON HAVE SPANNED MANY INDUSTRIES AND CATEGORIES IN SEVERAL PHASES OF DEVELOPMENT, SUCH AS AIRBNB, GOOGLE, NIKE, AMAZON, CHOBANI, IBM AND GILLETTE.

NOW I’M CHUFFED TO WORK AT GRETEL, A BRANDING STUDIO IN NEW YORK WHERE WE CREATE, REFRESH AND REBUILD BRANDS. THIS INVOLVES THINGS LIKES ESTABLISHING AN IDENTITY THAT IS GROUNDED IN STRATEGY, AND BROUGHT TO LIFE THROUGH THE SENSES. IT MEANS ESTABLISHING A SOUL TO A BRAND THAT RESONATES AND CONNECTS ON AN EMOTIONAL LEVEL. IT’S FOR RATHER GOOD CLIENTS, WITH RATHER GOOD, LOVELY PEOPLE. IF YOU’RE EITHER OF THOSE, DO GET IN TOUCH.

sue@howsueisnow.com

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AND NOW FOR A LITTLE ABOUT ME, MY APPROACH, LEADERSHIP STYLE AND ETHOS

AS AN ONLY CHILD ON A SMALL ISLAND OFF OF IRELAND WITH NOT MUCH ELSE TO DO, I STARTED OFF DIRECTING VIDEOS WHEN I WAS 8, CODING WEBSITES WHEN I WAS 11, BUILDING A FOODIE BRAND IN MY TEENS, AND HAD FRANKLY NO IDEA WHAT I WAS SUPPOSED TO DO FOR A JOB BECAUSE THOSE THINGS WERE JUST “SUE MESSING ABOUT ON THE COMPUTER" AND WHAT DID THAT HAVE TO DO WITH THE REAL WORLD? BUT IT MADE MORE SENSE WHEN THAT STUFF AND NERDY SUMMERS SPENT GETTING DIPLOMAS IN MEDIA ARTS TURNED OUT TO MAKE A DECENT PORTFOLIO THAT GOT ME IN YOUNG TO THE INSTITUTE OF ART, DESIGN & TECHNOLOGY (IRELAND) WHERE I RECEIVED A BA 1ST CLASS HONOURS IN VISUAL COMMUNICATIONS, THEN A SCHOLARSHIP FOR A MASTERS IN ADVERTISING AT THE SAVANNAH COLLEGE OF ART & DESIGN (USA).

I AM TRULY PASSIONATE ABOUT BRANDS, OBSESSIVELY CURIOUS AND GENERALLY, I JUST WANT TO UNDERSTAND ABSOLUTELY EVERYTHING ABOUT HOW THIS CONSTRUCT WORKS. MY HUSBAND NICKNAMED ME ‘SUEGGLE’ BECAUSE IF YOU’VE A QUESTION OR A PROBLEM I’M THE ONE TO ASK. HAVING SUCH A BESOTTED LOVE FOR BRANDS LEADS ME TO BEING MORE OF A MAVERICK AND AUDACIOUS IN MY PROCESS. I AIM TO CREATE BRILLIANT WORKING ENVIRONMENT FOR TEAMS, TO BE THE ULTIMATE CHEERLEADER AND TO HAVE STANDARDS AS HIGH AS THE MOON, WHICH CAN BE FRUSTRATING YET DAMN FULFILLING WHEN YOU CREATE SOMETHING GREAT. I GREW UP BEING WOWED AND INSPIRED BY PEOPLE I MET ON THE INTERNET AND THIS HAS BEEN INGRAINED IN ME, I GET IMMENSE JOY AND FUEL FROM INTERACTING WITH PEOPLE WHO ARE BRILLIANT AND SMART, AND I WANT EVERYONE TO BE FRIENDS AND JIVE OFF OF EACH OTHER SO I MAKE A LOT OF INTRODUCTIONS. BECAUSE OF THIS, I’VE A FANTASTIC NETWORK OF CREATIVES, DESIGNERS, WRITERS, STUDIOS, ILLUSTRATORS, PHOTOGRAPHERS, PRODUCTION PARTNERS, BECAUSE WHAT’S BETTER THAN WORKING WITH FRIENDS WHO HAPPEN TO BE SOME OF THE MOST TALENTED INDIVIDUALS IN THE WORLD AND REALLY IF YOU TRULY THINK ABOUT IT, THIS WORK THING IS ALL MADE UP, SO WHY NOT MAKE OF IT WHAT YOU WILL TO DO GOOD?

I BELIEVE BRAND WORK NEEDS TO BE CONSIDERED HOLISTICALLY, STRATEGICALLY AND WITH BUSINESS IN MIND. I AM NOT IN IT TO “ONLY CREATE COOL SHIT”, SOLUTIONS TAKE MANY FORMS – FROM THINKING THROUGH A DELIGHTFUL CUSTOMER EXPERIENCE THAT CREATES A JOURNEY LOOP, TO DESIGNING PRODUCTS THAT HUMANS WANT, TO BUILDING BRAND FOUNDATIONS, PURPOSE, PERSONALITY AND GOOD LOOKS, TO BEING WHERE THE PEOPLE ARE IN A WAY WAY THAT IS AN ENJOYABLE INTERACTION AND NOT DISRUPTIVE – AND SHOULD BE WHAT THE BRAND REALLY NEEDS, NOT A CHECK LIST OF WHAT A BRAND SHOULD DO, WHICH IS PROBABLY OUTDATED ALREADY BECAUSE IT’S 2019 AND THINGS MOVE QUICK.

 

Words About Me
By Others


Creative Review
The Fox Is Black ↗
Cara
Creative Bloq
Fast Company
Design Envy
5 Questions
FastCompany
Eye Magazine 1
Eye Magazine 2
It's Nice That
GOOD Magazine
Le Cool
The Next Web
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The New York Times
Rolling Stone
Wired
Digiday
AdAge

Industry Hat Tips That
Help Visa Applications


Cannes Lions (Social, Design) 
One Show (Interactive, Craft, Collateral)
D&AD Pencils (Brand, Digital)
London IA (Art Direction, Campaign)
Clio Awards
ECHOs
Effie
Webbys
New Visual Artist (15 Under 30)
Command X (2011, 2nd Place) 
ADDY Awards
CSS Design Awards
Wiley Design Award
SCADY Awards
SCAD Honors Award
SCAD Opportunity Scholarship
ISTD Awarded Membership


Judging & Talking Out Loud in Front of People


Cannes Future Lions, Judge

ADCC Interactive, Judge

Awwwards, Judge

100 Archive, Jury

AAF Advertising Awards, Judge

IDI Design Awards, Judge

Brand New Conference, Speaker

No Sharp Stuff: Wieden+Kennedy, Talk

Sue is Not Don Draper, Talk

OFFSET, Speaker

Student Visits, Amsterdam

Resources I Put Together
(More to Come)


Podcasts ↗