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
R.S. LipmanHeroes Vodka Visual Identity
Beer, Wine & Spirits


Brand Identity
Product Packaging
Environmental Design
Creative Direction
Website
Social Media
Out-Of-Home






R.S. Lipman, a beer, wine, and spirits distributor and manufacturer based in Nashville, TN, needed to revamp Heroes, its veteran-owned vodka brand. Heroes had struggled for years against a perception that it was the cheap, low-quality alternative to other vodkas. The brand needed to modernize and lean into being premium and high quality.

Heroes is veteran-owned and also gives a portion of all sales to nonprofits that help veterans and their families through food assistance, mental health programs, and family support. More sales mean more donations. Today, the brand continues to evolve, with new bottles featuring more veteran stories for consumers to hear and celebrate.

The Result:
 Heroes went from a struggling brand to one of R.S. Lipman's highest-selling brands, and its distribution grew from regional to national.














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