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
Atlanta Symphony Orchestra24/25 Season Campaign
Arts & Culture


Campaign
Research & Strategy
Social Media
  Display
Copywriting
Art Direction
Video & Animation




The Atlanta Symphony Orchestra (ASO) is for everyone. No matter who you are, you can find something to love at the symphony. And yet, many people don't believe that. Surveys showed that many people felt they'd be out of place if they attended, and pictured a crowd of old, rich classical music enthusiasts in fancy attire.

The ASO was looking for a new campaign that could bring in a younger, more diverse local audience while giving its current audience renewed excitement about the upcoming season.

My team spoke directly with Atlanta locals and symphony patrons about their experience and perception of the symphony and why they do or don't attend. The response was consistent: "the symphony isn't for me."

It was time to shed the notion that the symphony is only for elites. The ASO needed a more broadly appealing look and feel that exemplified its expressiveness and told audiences they're welcome no matter who they are or where they're from. It also needed new messaging to address this, something that could work as an open invitation to everyone who wants to be enriched by the symphony's beautiful music. Thus, a call beckoning everyone was created: "Hear Us Out."



To invite patrons in, we created a tongue-in-cheek, welcoming message: "Hear Us Out." Bright, boisterous, and bold typography is the primary way the campaign is expressed. Through type, we mimicked the crescendo and decrescendo of the music, increased the volume of our message, and made it reverberate throughout Atlanta. A reverb effect adds another layer, helping convey the essence of the symphony experience. Whether it's the bow against a violin's strings, the rumble of a French horn, or the vibrato of the choir, the effect visually embodies the musical qualities of the orchestra itself.

 

The 2024/25 Season Campaign Brochure and Direct Mailer















We created a sonic signature to play before and after videos on the ASO's YouTube channel, as well as before performances at the Woodruff Arts Center.











We created campaign guidelines to keep the work consistent and expand the ASO's visual toolkit.
We created a vibrant color palette to grab attention and reflect the energy of Atlanta itself.


The Results:

The "Hear Us Out" campaign resonated across Atlanta and drew resounding praise. Our invitation to "hear us out" connected with Atlanta and led to the fastest sold-out season in the symphony's history. The ASO's brand is stronger for it, and locals now have something to be proud of, with an impact that reaches beyond the city's arts scene. 


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