2025-01-28
Daniel Hartman
Design Dispatch, New York
New York City—the ultimate hub for creativity, innovation, and bold ambition. As a brand experience designer at HF Design, my day revolves around transforming ideas into tangible, engaging experiences that connect brands with their audiences. Here’s a glimpse into what it’s like to craft compelling brand narratives in the city that never sleeps.
Q: Can you tell us about your role at HF Design?
A: Absolutely. As a brand experience designer, my primary focus is to bring a brand’s story to life across multiple platforms. This means working on everything from logos and brochures to responsive websites and social media campaigns. I’m involved in both the strategic and creative aspects of the process, ensuring consistency and impact in every project I tackle.
Q: What does a typical day look like for you?
A: Every day is different, but it usually starts with a quick team meeting to align on priorities. After that, I dive into designing—this could be creating marketing materials for a new product line or refining a website’s user interface. I also spend time reviewing analytics to measure the success of digital campaigns and make data-driven improvements. Collaboration is a big part of my day, whether it’s brainstorming with colleagues or presenting ideas to clients.
Q: Can you share an example of a recent project?
A: One project I’m particularly proud of is designing marketing materials for over 20 product collections. This included everything from logos and spec sheets to labels, ensuring consistent branding across all touchpoints. Another standout project was developing a responsive website through WordPress and Elementor. By leveraging SEO strategies and geotargeting, we increased user engagement, achieving 85.4K monthly active users. It was rewarding to see how our work directly impacted the brand’s online presence.
Q: You’ve also worked with UNIQLO. Can you tell us about that experience?
A: Working with UNIQLO on their RE.UNIQLO X FIT Collection was an incredible experience. I led the design of the collection’s landing page, starting with low-fidelity wireframes and progressing to high-fidelity prototypes. The goal was to ensure seamless integration with UNIQLO’s design system while maintaining a user-centric approach. I collaborated closely with their web developers and project managers, conducting usability testing to refine the user experience and ensure technical feasibility.
One of the highlights was presenting our collaboration at the 5th Avenue launch event in New York. It was thrilling to see the campaign’s impact, with over 10,000 visitors daily. I also contributed to the advertising and marketing strategy, designing print and digital assets like posters, hang tags, and stand-ups. It was a rewarding project that combined creativity, strategy, and teamwork.
Q: How do you approach creating effective social media strategies?
A: Social media is all about storytelling and engagement. I focus on crafting visually compelling posts and writing captions that resonate with the target audience. Platforms like Instagram, LinkedIn, and TikTok each have their unique dynamics, so it’s essential to tailor strategies accordingly. I also analyze performance metrics to understand what works and continuously refine our approach. Collaboration within the team is crucial, as we brainstorm ideas and execute campaigns in a fast-paced environment.
Q: What challenges do you face as a brand experience designer?
A: One of the biggest challenges is balancing creativity with strategy. It’s not enough for a design to look good—it also needs to serve a purpose and achieve specific goals. Working in New York City adds another layer of complexity because the market is incredibly competitive. Staying ahead requires constant innovation and a deep understanding of both the brand and its audience.
Q: What inspires you most about working in New York City?
A: The energy of the city is unmatched. Walking through the streets, you’re surrounded by creativity and ambition. It’s inspiring to be in an environment where so many talented people are pushing boundaries. New York also offers endless opportunities to learn and grow, whether it’s through networking events, exhibitions, or simply observing the latest trends in design and branding.
Being a brand experience designer in New York City means balancing the thrill of creativity with the precision of strategy. The city’s dynamic energy inspires bold ideas, while data-driven insights ensure those ideas are effective. Whether I’m brainstorming a new visual identity, enhancing a website’s user experience, or launching a social media campaign, each project is a blend of artistry and analytics.
Ultimately, my work as a brand experience designer is about creating meaningful connections. It’s about understanding what makes a brand unique and amplifying that uniqueness across every touchpoint. In a city as diverse and vibrant as New York, the opportunities to innovate and inspire are endless. And as I walk through the bustling streets, I’m constantly reminded that the work I do contributes to the fabric of this incredible city.
Being a brand experience designer in New York City isn’t just a job—it’s a journey of growth, creativity, and impact. It’s about shaping the way people experience brands in one of the most dynamic markets in the world, and I couldn’t imagine doing it anywhere else.