Matthew Dugger
Creative Direction About
CV
With over 15 years of experience, Matthew Dugger (aka Hewy) is a multidisciplinary creative director and agency leader with a wide roster, working at the intersection of brand identity, packaging, and advertising—a creative polyglot and dopamine chaser.

Collaborating with clients worldwide, he combines big-picture creative vision with flawless execution, creating beautiful design solutions that resonate with customers throughout their journey, fueling business growth and cultivating lasting relationships.





Client ProjectIndustry
Artly AI Coffee Branding an AI Barista BotTech Startup
Warner Bros. Discovery
American Dad + Green Day (Punk Bunny)Entertainment
Atlanta Symphony Orchestra
24/25 Season CampaignArts & Culture
RangeWater Properties
Camino Vibrant LivingReal Estate
Warner Bros. Discovery
#AmericanDrag Entertainment
P&G
Standout Emerging Leaders Conference CPG, Experiential
R.S. Lipman
Heroes Vodka Visual Identity
 Beer, Wine & Spirits
ANA Airlines
The ANA Experience: Japan Elevated Brand Activation
SubwaySubway Series Branding Quick Service Restaurant
CoMADE
Visual Identity for Startup Accelerator  Startup
Kroger
Treasure EmporiYum ActivationCPG
The Brandery
Rebranding a Brand-First Startup AcceleratorStartup
Lightfold
Branding an Independent Animation Studio  Entertainment, Startup
Frameworks
Contracting, With Attitude Startup, Real Estate
RangeWaterLuxury Real Estate Branding  Real Estate
Healthy App
A health app that pays you to be healthy Startup, Tech
Advertising Over The Years
A collection of advertising concepts by me Advertising
Packaging Designs
Various packaging designs from over the yearsCPG
Artly AI CoffeeFull Service Launch for an AI Barista BotTech Startup


 Naming
 Brand Strategy  
 Brand Identity
 Creative Direction
 Website
 Retail Design
 Launch Campaign
 Murals



Artly is a barista bot built by a team of coffee-loving former Amazon employees. Much like a video game, it uses deep learning technology to mimic real baristas' exact movements and make a variety of coffee drinks. The idea was to democratize high-quality coffee. But how does a company convince consumers that AI-powered robotics can make anything of high quality?

The approach: Artly was a brand created from scratch. We did a full brand immersion and developed a brand strategy to guide all creative and marketing—including the name of the brand. My challenge was making AI approachable and fun while transforming the perception that a robot barista is a vending machine or a form of job replacement.

This was not only an all-new name and brand but also an all-new way of making coffee. The market is saturated with coffee shops, but on-demand gourmet coffee made by a robot hadn't really been done well before. Thus, Artly introduced a new industry strategy: placing high-quality coffee wherever coffee isn't available.



The name was inspired by the unique latte art the robot creates. The way the robot sees human gestures, along with the intricate linework it produces, inspired the visual identity system.



We created custom 3D retail mockups of the store concepts, accurate to the centimeter, and used them to hand off plans for fabrication and construction.











The Results:
Artly went from a $1M valuation in its first year to over $150M five years later, and grew from a concept to 20 locations across the US and Canada.

Artly's technology is now expanding beyond coffee into other restaurant services, such as cooking and bartending, and is expected to keep growing alongside the AI boom.


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