Heather McFadden is an insight driven Brand Design Director with years of experience building brand systems that work across packaging, campaigns, digital commerce, and in-store environments. She has led design work inside some of the world’s most demanding brand organizations, including Procter and Gamble, where she has contributed to global eCommerce and shopper marketing programs for the Winter and Summer Olympics, as well as packaging and brand work across P&G’s healthcare and haircare portfolio. Additional client experience includes Unilever, Farm Credit Mid-America, Wrigley, Mars, GSK, Glidden and HUK across agency, consultancy, and direct brand-team partnerships.
Before founding HMCD, Heather built her foundation at Interbrand, directing major brand initiatives across offices in Cincinnati, London, and Singapore. Her global work includes P&G Rejoice haircare packaging in Asia, the Lava Mobile brand identity in India, the redesign of GSK Beechams in Europe, and the global harmonization of the Skittles brand system. At SpiceFire, she developed the agency’s brand identity and led redesign programs for Purex Crystals, Ball Park, and Tyson.
At HMCD, Heather partners directly with brand teams to translate consumer insights and business objectives into connected brand experiences. Her work spans brand identity, packaging design, brand campaigns, and conference and event design, with a focus on consistency, cultural relevance, and cross-functional collaboration. She approaches every project as a strategic partner, bringing rigor and craft to every touchpoint.
Brands connect with consumers through the stories they tell. The more consistent and relevant that story is, the deeper the engagement. When consumers are emotionally involved like this, the more meaningful the brand becomes to them. Great brands tell great stories that compel us to invest in them and bring others along to share in the experience.