Su Mathews
Work
Su has 20 years of experience in the creation and development of branding, identity systems, publications, interactive media, annual reports, way-finding and promotion projects for global organizations. At Lippincott, Su has led the creation of a unique select service brand for Hyatt called Hyatt Place. This branding initiative included positioning, naming, logo design and a sensory identity system with a signature scent and soundtrack.
Su also helped lead the development and launch of Walmart’s brand revitalization, a massive repositioning that contemporized the brand while retaining the values of its legacy and heritage. Elements of this successful program include a refreshed visual identity, an enhanced customer experience in-store and online, an award-winning employee brand book, and an overall alignment with the retailer’s new brand essence, “Save money. Live better.”
Her clients have included The Art Institute of Chicago, Chick-fil-A, Citigroup, Coca-Cola, Disney, Financial Engines, Hershey, Hyatt, Intercontinental Hotel Group, JPMorgan, Liz Claiborne, Loews Cineplex Theatres, New York Public Library, Peddie School, The Port Authority of New York and New Jersey, RadioShack, Random House, Tauck, the U.S. Department of State, United and Walmart.
Background
Prior to joining Lippincott, Su was an associate partner at Pentagram Design.
Etcetera
Su’s work has been cited for excellence by the American Institute of Graphic Arts, Communication Arts, Graphis, Identity, Mohawk Show 9 and PRINT. Her work has published in design books such as Designing Brand Identity, Go Logo and Logo Lounge V.
She has previously taught a senior semester graphic design course at FIT. This year she is the co-chair for the 2011 AIGA Awards celebration, Bright Lights.
Su holds a B.F.A. in graphic communication and an associate degree in advertising design, both from The Fashion Institute of Technology. She is proficient in Spanish.