What I offer:

Brand World Package: Full identity development, logos, visual language, digital direction, and foundational content systems.

Digital Experience Direction: Website audits, UX flows, design strategy, and creative direction for high-impact digital experiences.

Creative Retainers: Ongoing senior-level design and creative direction for businesses that want consistency and growth.

Brand Identity & Worldbuilding

• Complete brand universe creation

• Naming, identity systems, and visual language

• Voice + tone development

• Multi-channel brand storytelling

• Brand guidelines + system governance

You get → A clear, consistent brand that feels emotionally resonant and unmistakably yours.

Digital Experience Direction

• Creative direction for websites and apps

• UX systems, modular design frameworks, and interaction patterns

• Digital campaigns + multi-platform storytelling

• Motion direction, interface behavior, and content architecture

You get → A smooth, intuitive digital experience that engages users and moves them where you want them to go.

Music & Sonic Creative

• Arrangement, composing, lyric writing, and music curation for artists, bands, films, and brand work.

• Emotional tone of a piece — from developing a song to choosing the perfect track for a visual story.

You get → A song or soundtrack built with clarity and emotion, guided by arrangement, composition, and creative direction.

Photo, Video & Audio Creative Direction

• Lifestyle, model, and product photo shoots

• Video concepting, storyboarding, and on-set direction

• Art direction for motion, editing, and visual narrative

• Vocal direction, studio recording, audio storytelling

You get → Visuals and sound that feel alive, story-driven, and aligned with your brand’s atmosphere.

Print, Packaging & Environmental Design

• Large-format design (billboards, OOH, signage)

• Experiential environmental graphics + wayfinding

• Packaging systems + physical touchpoints

• Interior brand environments and spatial storytelling

You get → Physical design that has presence — crafted, memorable, and instantly recognizable.

Hospitality & Experience Design

• Concept-to-completion brand + environment creation

• Interior design direction + material selection

• Construction knowledge (hands-on build and finish work)

• Guest journey + experiential hospitality design

• Short-term rental branding: identity, photography, and digital listings

• Airbnb/VRBO marketing, SEO optimization, and reputation strategy

• Operating a 5-star Superhost brand end-to-end

You get → Immersive, intentional experiences that people remember and feel.

Leadership & Cross-Functional Collaboration

• Creative direction across design, UX, dev, writers, videographers, photographers

• Mentorship of designers and cross-disciplinary creatives

• Stakeholder communication + brand education (101s, presentations)

• Large-scale institutional and multi-team alignment

You get → Creative clarity, alignment, and momentum across teams and projects.

Looking to work together?

Selected Clients & Collaborations

I’ve worked with and collaborated with organizations across industries, including:

Aegens / Armstrong Ambulance / Avaya, Bauer / Berkley Place / Big Blue Banshee Recording Studio / Bostitch / Boston Harbor Hotels / Boston Public Schools / Boston University / Blue Cross Blue Shield / Casino Productions / City Fresh Foods / Coalition for the Homeless NYC / Cognetra / Concentra Healthcare / The Cornerstop Eatery / Corning University / CRTV / Cubist Pharmaceuticals / Dan Gillan Photography / Delta Dental / Edison Beer / Ember Gardens / Fishbone / GE Healthcare / Georgia Pacific / Greg Hren Photography / Herbwell Cannabis / Honeywell / Hull Public Schools / JS Puffer Electrical / IEWC / Jackrabbit Design / Jordan’s Furniture / KHJ Brand Activation / Massachusetts General Hospital / Mesirow Financial / The Mighty Mighty Bosstones / MIT / Moonshot Beer / Nantasket Beach Resort / Poker Central / Sallen Cycles / Scrubology / Stanley Tools / Swan Boats / Taco Party Truck / 360 Communications / TJX Companies / Toad the Wet Sprocket / Unisys / Untold Brewery / Winsper / Woodworks / Work ’N Gear / Verndale

These projects span enterprise, lifestyle, higher education, retail, culture, cannabis, and tech — giving me the ability to work fluidly across both large-scale systems and deeply expressive, emotionally driven brands.

Voices of the Work

I’ve spent two decades collaborating with founders, creative teams, higher-ed institutions, and artists.
Here’s what they say about working together.

“Gary and I met in 1996 and we have been collaborators on many projects over the years. When I started Sallen Cycles, I needed to mint the brand with a logo, typeface, and color scheme. Gary was the first person I went to for this project and he delivered beyond my expectations. I sent him a few pieces of inspiration and he took it from there. He delivered multiple options, one of which spoke loudly. Gary's design represents the heart, soul, and spirit of Sallen Cycles. He understood me, my vision for the brand, and captured it perfectly. Gary is also one of the best people I know. A heart of gold and true original.”

Chris Sallen - Owner, Sallen Cycles

“Gary has designed many different items for our company and his results always exceed my expectations! His vision, options and creative insight provides a great visual experience for our guests. He has designed marketing materials, several casino table layouts (Blackjacks, poker roulette and craps) and most recently he designed the wrap for our new truck! Incredible visual and results.”

Grant Thayer - President, Casino Productions / National Association of Casino Operators

“Gary and I have worked together on a huge scope of different projects from Logo designs to digital content production. There were times I was hired by Gary or one of his companies, and other times I have hired Gary and his services. All of those times he stands out to me as an unbelievably creative, versatile, and thoughtful partner on any project. He brings to the table purposeful vision with a plan to get there, and is a valuable resource across every step of the process. Always calm, composed, and smiling, Gary has been a pleasure to work with across many types of endeavors. I will never hesitate to bring Gary into any project and I look forward to the next time we get to work together.”

Dan Gillan - Co-Founder, Chief Operating Officer, Ember Gardens

“I had the privilege of working with Gary for several years as he helped expand the talent base within the Experience Design team at Verndale. In addition to his ability to deliver exceptional experiences for customers, Gary was heavily involved in supporting new business development through the creation of preliminary strategy, user research and design based activities. Gary always brought unique and refreshing ideas to the table and was willing to step in at a moment's notice to support the team.”

Ryan Moltenbrey - Executive Vice President of Sales, Verndale

“When you meet Gary for the first time, you get the immediate impression that he's looking to help. Quite honestly, it doesn't matter if you're meeting him in a professional environment or not; He just wants the absolute best for you and your goals. THIS is what makes a good designer great: empathy. In the years that I have known him, Gary has truly done everything in his power to both understand and execute against a brand's needs. Whether that's crafting an anniversary logo for a killer 80s band, or designing 20 templates for a giant healthcare system, his approach is consistent and brings out the essence needed to expose the intended vibe. But, above all noise of a hectic and fast-paced agency life, I'm honored to know Gary and call him a friend.”

Keith LaFerriere - VP, Creative Director, RealChemistry

“It's impossible to say enough nice things about Gary. First, he's a versatile, thoughtful, highly experienced art director capable of self-sufficiently tackling an endless array of projects from concept to flawless execution. An increasingly rare breed of creative, he's equally comfortable designing massive CMS-powered websites, short-term campaign sites, cross-platform apps and any digital marketing collateral as well as print, video and various physical media like signage and event design. Second, he's an amazing mentor and teammate who constantly inspires others to grow and thrive via his extreme talent, positive attitude and collaborative nature. I would welcome any opportunity to work with him again in the future!”

Deb Grant - VP Creative Director, Verndale

“Gary is a talented, creative and patient mentor. His positive outlook helps our team through challenging tasks and shows throughout his work. Working with Gary has made me a better designer, think more creatively, and work with more patience. Thanks Gary!”

Christopher Anthony - Visual Design Lead, Verndale

“Gary is a fabulously talented artist, digital designer and creative mind. We worked together on a variety of projects from public websites to B2B portals and mobile app designs and his creativity and willingness to work with internal and customer teams never failed. He's a true team player, calm under any circumstance, adds value to the conversation to both present and defend his work and strives for a terrific product under all the heat! Gary will be an asset anywhere he works.”

David Brown - Consultant, Slalom

“I had the pleasure of working with Gary Hedrick during our rebranding project for Cape Cod Grow Lab, and I couldn't be happier with the results. Gary's creative vision, professionalism, and punctuality were evident in every aspect of his work. His innovative branding concepts and clear, comprehensive guidelines not only elevated our brand but also provided us with a strong foundation for future growth. I highly recommend Gary for any project that requires a strategic and creative approach.”

Matt Griffin - Head of Cultivation, CEO, Cape Cod Grow Lab