Gary Hedrick: Integrated Brand & Experience Leader
A maker at my core and a design leader by practice
I lead brand and experience work in complex organizations, helping teams translate complexity into clarity across digital platforms, campaigns, and environments. I unify narrative, audience insight, and execution into coherent systems that create meaning, trust, and long-term value.
My work connects brand, experience, and culture to solve real problems and elevate long-term creative value.
Building Brand Worlds
For more than two decades, I have shaped brand, digital, and experience work that helps organizations align systems, teams, and narrative at scale — from university-wide initiatives at Boston University to enterprise experience design at Verndale, along with independent projects spanning tech, retail, cannabis, fashion, consumer goods, and the arts.
What I Focus On
Brand and experience strategy at enterprise scale
Aligning marketing, product, and digital teams around shared narrative and systems
Building frameworks and governance that support consistency and growth
creativity as practice
I work closely with photographers, videographers, illustrators, copywriters, designers, developers, engineers, strategists, and partners, leading with empathy and collaboration. I create environments where people feel supported, confident, and able to do meaningful work together. My focus is always the same: connect strategy with execution, align brand and product, and design experiences that serve real people while strengthening the organizations behind them.
How I Work
I approach brand and experience as interconnected systems, not isolated deliverables.
I focus on clarity first, aligning narrative, audience understanding, and execution before scale or expression.
I work closely with cross-functional teams to reduce ambiguity and create shared direction.
I balance creative authorship with institutional realities, helping organizations move forward without losing coherence.
I value work that is durable, human, and meaningful over work that is loud or performative.
Experience & Impact
Associate Creative Director, Boston University (2018–Present)
Co-lead interactive design, branding, and large-scale digital platforms across a complex, decentralized organization.
Lead and collaborate with designers, developers, strategists, content leaders, and partners to deliver cohesive, scalable digital experiences.
Establish and guide design systems and experience frameworks that reduce ambiguity, enable reuse, and strengthen brand consistency.
Influence strategic direction by connecting user needs, business priorities, and long-term institutional goals.
Partner with analytics teams to inform strategic decisions and improve audience clarity and engagement outcomes.
Create environments where cross-functional teams can work with confidence, alignment, and shared purpose.
Prior Experience
Built early experience in Boston-area agency environments, developing strong execution, collaboration, and client partnership skills.
Founded and lead an independent creative practice grounded in trust, long-term relationships, and strategic collaboration.
Known for helping organizations move forward with intention, focus, and shared understanding.
Selected Creative Leadership Work
A selection of work that reflects how I approach brand, product, and experience — connecting strategy to execution across disciplines.
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 / Elephas Creative / 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 / Shepard Fairey / 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, brewing, cannabis, and tech — giving me the ability to work fluidly across both large-scale systems and deeply expressive, emotionally driven brands.
Awards
CASE Circle of Excellence (2023, 2022)
IHAF Gold & Silver (2023)
UCDA Award (2023)
University & College Designers Association (2020)
Horizon Interactive Award (2016)
Exploring What’s Next
I’m interested in opportunities where design strategy, creative leadership, and systems thinking can help organizations create clarity, scale thoughtfully, and build meaningful experiences for people — whether inside established institutions or through long-term creative partnerships.