Su Mathews Hale

  • Senior Partner, Design
  • New York
  • Brand creation
  • Design
  • Identity development


Su is a senior partner in design based in Lippincott’s New York office. 

For over two decades, Su has thrived at the intersection of graphic design and brand strategy. Using the power of design to develop inspiring creations while solving business problems, Su 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, Su works on global projects spanning the full gamut of brand creation, experience, 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, Su 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, Su 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 design publications such as American Institute of Graphic Arts, Business Insider, Communication Arts, Graphis, HOW Design, Identity, Mohawk Show 9, and PRINT. 

Su is currently serving as president of AIGA. Su has held a number of roles at the association including AIGA national board member, co-chair of “Bright Lights: The AIGA Awards,” and co-founder of the AIGA Women’s Leadership Initiative, whose mission is to foster and celebrate women’s achievements throughout the design industry.  She now also has the honor of being only the fifth female President in AIGA’s 100-year history.


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.