Su Mathews Hale is a senior partner in design based in Lippincott’s San Francisco office.
For over two decades, she has thrived at the intersection of graphic design and brand strategy. Using the power of design to develop inspiring creations while solving business problems, she has worked with a broad range of notable clients including Chick-fil-A, eBay, Hayneedle, Hershey’s, Hyatt, IHG, Liz Claiborne, New York Public Library, RadioShack, Red Robin, Samsung, Shutterstock, the U.S. Department of State and Walmart.
As a senior partner in design for Lippincott, Mathews Hale works on global projects spanning the full gamut of brand creation and identity development. She served as creative director on the famed Walmart rebranding—a massive repositioning and brand revitalization engagement that contemporized the global retail giant while retaining the values of its heritage. The program included a new visual identity, an enhanced omni-channel customer experience, an award-winning employee brand book and an overall alignment with the retailer’s new brand essence, “Save money. Live better.” Recently, she led the creative team for the refreshed brand identity of eBay that signaled strategic changes of eBay Marketplaces and a cleaner, more contemporary experience.
A frequent speaker and design judge, Mathews Hale was featured as a “Symbol Master” by AIGA and was selected by Graphic Design USA as one of the 2013 “People to Watch.” Her work has been published in design books such as Designing Brand Identity, Go Logo, LogoLounge V and Symbol, and featured in leading publications such as Communication Arts, Graphis, Huffington Post, Identity, and PRINT.
She currently serves as the President of the AIGA where she has spearheaded Women Lead, a committee dedicated to celebrating the achievements of women in design, cultivating awareness of gender-related issues, and connecting women both within and beyond the design industry.
Prior to joining Lippincott, Su was an associate partner at Pentagram Design.
Su holds a B.F.A. in graphic communication and an associate degree in advertising design, both from The Fashion Institute of Technology.