Hi. I’m Susan Hopper. And I have to make a confession. I have an addiction to renovating old homes. The story about the one pictured here is, my husband and I were crazy enough to build it without an architect. No structural elements from the original house were used. I don’t suggest you try it. In our case, it works because our tradecraft demands we we see spacial variables and have an aesthetic. And it’s not our first. Brand-building demands similar skills: you have to take risks to be relevant; you start with a vision, ascertain assets and liabilities, experiment on paper, build a foundation, add the layers, subtracting here and there, revise and add more, all in an effort to create a feeling that makes a house a home. As a strategic thinker and the lead Art Director for Brand Design at CREED for many years, I want the very same outcome for our brands–something that looks and feels as it’s supposed to, comfortable in its skin.
I began my design career on a perpetual quest to discover the perfect design studio. Was it San Francisco, London, Toronto, Los Angeles or Sydney? Nope. I finally decided that New York was the right place and hunkered down in leadership positions with Arnell Associates, Desgrippes Gobe and Gensler Associates.
I’ve led exciting new branding, rebranding and revitalizing initiatives for clients including Victoria’s Secret, Skinfix, HerCut, Patricia Wexler, Luxhair, SweetSpot Labs, Haines, Aveda, Selveray Rum, and more.
I’m a tenured professor at FIT within the Communications and Packaging departments, and also taught the Masters in Branding program at SVA (with Shari as a guest teacher for a session).
I can’t wait to meet you. Here’s me with my family on a recent trip to Joshua Tree (I’m wearing the back-pack).