Branding & Identity

A visual design system meant to reflect the overall values and convey a desired image of a product, company, organization, etc. Examples include: logos, custom typefaces, company rebrands, ad campaigns, etc.

2023 Branding & Identity Jury

  • Jury Captain

    Su Mathews Hale

    CEO and Chief Creative Officer, Hale Design

    For more than two decades, Su Mathews Hale has thrived at the intersection of design and brand strategy. Using the power of design to develop inspiring creations while solving business problems, Su has collaborated with a broad range of notable clients including Citibank, Disney, Chick-fil-A, eBay, Hawaiian Airlines, Hershey’s, Hyatt, IHG, Papa Johns, Sam’s Club, Samsung, Shutterstock, Taco Bell and Walmart.

    Currently as CEO and Chief Creative Officer of Hale Design, a branding agency she opened in 2019, Su recently led her creative team on Papa Johns refreshed brand identity – the visual reflection of the new tone set by the brand - a more modern, bold, fun, fresh and tasty experience. The friendly, streamlined logo reflects the pizza chain's momentum, introduces flexibility to scale digitally and positions Papa Johns for continued success and growth.

    Prior to Hale Design, she was a former associate partner at Pentagram, New York, and a senior partner and creative director in design at Lippincott, where Su led global projects spanning the full gamut of brand creation and identity development. While at Lippincott, she served as creative director on the famed Walmart rebranding – a massive brand repositioning and revitalization engagement that contemporized the global retail giant while retaining the values of its heritage. Su also serves as Chair of the Board of Trustees at ArtCenter College of Design in Pasadena, CA.

  • Jury Member

    Bryony Gomez-Palacio

    Born and raised in Mexico City, Bryony Gomez-Palacio is co-founder of UnderConsideration, a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Over the last two decades, Bryony has managed the behind-the-scenes of various blogs and design sites co-created with her husband and partner Armin Vit, including Brand New which is devoted to opinions on corporate and brand identity work.

    In 2010 the Brand New Conference, a two-day event on corporate and brand identity with some of today’s most active and influential practitioners from around the world, was created. In 2018, they conceived First Round, a one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects.

    When not hand-making materials for the Brand New Conference, organizing events, or working on client work Bryony can be found heading out of town where she loves to meet new people while conducting workshops, judging competitions, lecturing on all things design, or coaching others on all aspects of life and work.

  • Jury Member

    Dian Holton

    Sr. Deputy Art Director, AARP

    Dian Holton is a senior deputy art director at AARP where she oversees creative for,, and The Ethel. She routinely contributes art direction and design to AARP The Magazine and specifically cover stories and entertainment related. Her background includes book design, branding, retail installation, styling, and footwear design. Her passions include education, philanthropy, fashion, and pop culture.

  • Jury Member

    Jennifer Sterling

    Owner. CD.

    Founder of Sterling Design in 1996, Jennifer is a creative director, designer, animator typographer, illustrator, photographer, and educator. Her work is part the permanent collections of The San Francisco Museum of Modern Art, The Library of Congress, Bibliotheque Nationale de France, Museum Fur Kunst Und Gewerbe, Hamburg, and the Cooper-Hewitt National Design Museum. The San Francisco Museum of Modern Art hosted a three-month solo show entitled "Jennifer Sterling: Selections from the Permanent Collection of Architecture and Design". The Cooper-Hewitt National Design Museums Triennial Exhibit showcased the creative work of 83 designers and companies including Jennifer Sterling, Apple, Nike, and Martha Stewart.
    Her work has been featured in over 180 magazine and book articles, Graphis Magazine named her "One of the Top Ten Designers in the World." GD:USA Magazine named her one of the "Twelve Designers to Change Design into the Millennium". Clients and projects include creating an interactive online design to promote the worldwide distribution of aids awareness and medical distribution to third-world countries for Yahoo Inc. as well as creating the worldwide brand "Vital Voices" for Hillary Clinton and Madeleine Albright. In 2016 she created campaign collateral for Hillary Clinton's 2016 Presidential Campaign. Jennifer has served as an adjunct professor at CCA (the California College of the Arts / San Francisco), AAU (Academy of Art University / San Francisco), and SVA (School of Visual Arts / New York).

  • Jury Member

    Nicholas Fulcher

    Art Director & Designer

    NickyChulo (Nicholas Fulcher) is an Art Director & Designer from Northern Virginia who currently resides in Los Angeles, California. Learning how to draw at an early age, Nicholas was drawn to graffiti, comic books, and video games. He continued to harness his combined love of art & design and attended numerous design classes in high school. Teachers quickly began to take notice and started to encourage his growth which helped cultivate his passion for visual communication. In 2010, Nicholas began freelancing in Washington D.C. and his primary focus was album art and apparel design. From 2013-2014 he attended Savannah College of Art & Design (Atlanta) studying toward his BFA in Graphic Design. After studying for a few years, and honing his craft, Nicholas made the move to New York City where he actualized his passion by becoming an Art Director at Atlantic records. He has carefully navigated his way through the industry and has grown into one of the most sought out visual artists.