Brand Studio = Strategy + Design 


Strategy at its best is curious and creative. It observes, it listens, it asks questions. It understands the key issues and problems. And then it finds a way to solve those problems and turn them into opportunity. 

Design at its best is strategic. It’s purposeful, thoughtful, exacting– almost a science of its own. It’s built to uniquely make people feel and understand how a brand can help. And it shows a core soul that will stand the test of time.

Here at Holotype, we are a blended team of curious strategists, creative writers and inventive designers that know how to make business strategy enhance creative expression and vice versa. We challenge each other, spark new thinking, and together craft brands that will build your team, your business, and your legacy for years to come.

Our favorite clients are courageous, disruptive and ready to lead.


The Partners

Suzy Hendriksen  Suzy believes that true innovation begins with a deep understanding of people. She is naturally curious, intuitively observant and passionate about creating emotional brand experiences.  Suzy’s experience includes years of strategic brand, business, and retail management as both an operational leader as well as an expert consultant. She has advised companies across a diverse range of sectors including CPG, Healthcare, Industrial Goods, Luxury Goods and Financial Services and of all sizes - from the brightest start-ups to Fortune 500 iconic brands.  Suzy has an MBA from the Stanford Graduate School of Business, and a BBA from the University of Michigan.

Suzy Hendriksen

Suzy believes that true innovation begins with a deep understanding of people. She is naturally curious, intuitively observant and passionate about creating emotional brand experiences.

Suzy’s experience includes years of strategic brand, business, and retail management as both an operational leader as well as an expert consultant. She has advised companies across a diverse range of sectors including CPG, Healthcare, Industrial Goods, Luxury Goods and Financial Services and of all sizes - from the brightest start-ups to Fortune 500 iconic brands.

Suzy has an MBA from the Stanford Graduate School of Business, and a BBA from the University of Michigan.

Dale Doyle  Dale brings over two decades of brand building expertise for fortune 100 companies around the world. He has led brand development programs for GM, KraftHeinz, Diageo, PepsiCo, Hershey, SCJohnson, P&G and more.  His work has been awarded and published in Fast Company, Communication Arts, Print Magazine, The Dieline, and Graphis among others. In addition to his work being published, he has also served as a judge for the How International Awards, The Dieline Awards and the Addys.

Dale Doyle

Dale brings over two decades of brand building expertise for fortune 100 companies around the world. He has led brand development programs for GM, KraftHeinz, Diageo, PepsiCo, Hershey, SCJohnson, P&G and more.

His work has been awarded and published in Fast Company, Communication Arts, Print Magazine, The Dieline, and Graphis among others. In addition to his work being published, he has also served as a judge for the How International Awards, The Dieline Awards and the Addys.

Matt Gordon  Matt has spent nearly 25 years naming just about anything that can be named, from semiconductors to city parks. For Chicago’s Office of the Mayor, he named The 606, a park and trail system that won a national planning award in 2016. He has also led naming assignments for FedEx, Johnson & Johnson, Microsoft, Motorola, Visa, and countless others.  Matt has been widely quoted and interviewed by the media, including CBS, PBS, Fast Company, and the Chicago Tribune.

Matt Gordon

Matt has spent nearly 25 years naming just about anything that can be named, from semiconductors to city parks. For Chicago’s Office of the Mayor, he named The 606, a park and trail system that won a national planning award in 2016. He has also led naming assignments for FedEx, Johnson & Johnson, Microsoft, Motorola, Visa, and countless others.

Matt has been widely quoted and interviewed by the media, including CBS, PBS, Fast Company, and the Chicago Tribune.