Hoyt Haffelder Resume
Experience
Feb. 2023 – Present | Brand, Design & User Experience Manager
Texas Dept. of Transportation, Communications Division
Creative Services Design & User Experience Manager leads a team of designers responsible for solving communications challenges through visual and interactive designs. Oversees day-to-day Creative Services Design production processes and activities for the Creative Services Section.
Analyzes, evaluates, and recommends processes and development of new procedures, standards, tools, and techniques concerning existing information technology/systems.
Provides guidance and art directions on variety of media such as web, applications, reports, studies, brochures, publications, etc.
Stays up to date with communications technology trends.
Uses web analytic tools to report use and trends, and contribute to standards and guidelines.
Oversees branding for the agency across all media.
Manages production of strategic communication projects across digital and print media
Prepares and presents to internal stakeholders on various programs, projects and activities at professional meetings, seminars and conferences.
Works cross functionally with content and web teams to create, implement and maintain user experiences and digital design system.
Serves as representative in interagency groups and on technical committees.
Previous Positions
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Texas Dept. of Transportation, Communications Division
Worked with customers and stakeholders to understand business requirements and technical limitations, and responsible for user research. Translated research into sitemaps, user flows, customer journey maps, wireframes, mockups and prototypes. Responsible for overall functionality, design, and experience of the digital products across multiple platforms (Adobe Experience Manager, Sharepoint, Socrata).
• Translate concepts into user flows, wireframes, mockups and prototypes that lead to intuitive user experiences.
• Facilitate the client’s product vision by researching, conceiving, sketching, prototyping and user-testing experiences for digital products.
• Design and deliver wireframes, user journeys, and mockups optimized for a wide range of devices and interfaces.
• Identify design problems and devise elegant solutions.
• Make strategic design and user-experience decisions related to core, and new, functions and features.
• Take a user-centered design approach and rapidly test and iterate designs.
• Collaborate with other team members and stakeholders.
• Ask smart questions, take risks and champion new ideas.
• Documents design and specifications for projects
• Identifies and analyzes website accessibility issues.
• Participates in planning information architecture and refine sitemaps using user research.
• Analyzes and evaluates existing tools, standards, governance, processes or workflows and, as appropriate, recommends improvements.
• Recommends and implements website integrations, to include programming technology to enhance existing website features and functionality.
• Conducts testing and quality assurance of web sites and web applications for usability and user testing.
• Coordinates and evaluates work products created by UI developers and UX designers.
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Communications Division, Texas Dept. of Transportation
Serves in the Communications Division supporting Publishing and Design, web, and media production branches of Creative Services. Performs advanced graphic work including designing, planning, illustrating, and producing various graphic materials and visual systems for internal and external communication programs. Works across districts and divisions to:
Foster positive, productive, and inclusive working relationships with others that support, encourage and value customer service.
Deliver work with quality, accuracy, and adherence to brand guidelines.
Work with stakeholders, at all levels, to produce branded digital and print materials.
Represent Communications as a brand ambassador by ensuring work products are the best in class.
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The University of Texas at Austin, Dell Medical School
I managed freelance design staff, interns, and all design and branding projects including digital, social media, and print. Some duties included: Some ways I added value included:
Planning visual strategy for the enterprise.
Planning and directing work for in-house and freelance staff
Create designs that effectively engage target audiences.
Implement branded resources for faculty and staff.
Liaison between UT Austin and Dell Med to ensure consistent brand.
Serve as a consultant for faculty/staff/partners concerning the visual brand identity.
Manage visual resources including stock photography and design libraries.
Provide Creative & Art Direction.
Ensure projects come in on time and on budget.
Manage licensing requests system
Administrative duties including budgeting, approving time sheets, and more.
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The University of Texas at Austin, Dell Medical School
In this start-up environment I wore many hats, though mostly a designer. I created most brand touchpoints in the school’s early years and successfully implemented the REthink campaign identity. I designed and created visual systems, resources, processes and anything else needed.
Scheduling and managing photography shoots
Creating digital and print projects
Managed project budgets and productions processes
Scheduled photo shoots
Established and managed the licensing request process and workflow
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Haffelder Studios
Haffelder Studios is creative consultancy based in Austin, Texas. I'm a one-man design shop developing brands for national agencies to mom and pop eateries all across the U.S. I wear many hats, every hat as a matter of fact, in my duties as the sole employee of my design business.
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The University of Texas at Austin, Office of Admissions
I lead the bi-annual redesign of undergraduate recruitment materials for UT Austin. My annual production budget was $100,000+. One highlight was a recruiting cycle campaign that attracted the most successful freshman class in history of the university!
Designed all brand/campaign touch points
Managed vendors (print, photography, and production)
Forecasted and managed project budgets and production timelines
Scheduled photo shoots
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Texas State University, Office of University Marketing
My promotion to this position highlighted my passion for design and drive for success. As the office's lead designer, I consulted on most projects and mentored other designers. I successfully designed the university's first mobile iOS app which was custom built from scratch.
Conceptualized and designed marketing materials for the university including: office of admissions, alumni association, philanthropy and other internal clients
Collaborated with cross functional team of developers, writers, editors, etc.
Consulted for the athletic department to update visual identity
Interpreted client's business needs and developed concepts to achieve their goal
Wrote, posted, reviewed, and awarded project bids
Received Texas State Rising Star Award
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Texas State University, Office of University Marketing
I demonstrated my value early and created digital, print, and physical products aligned with the university's visual identity. I took each project beyond the initial request to provide solutions that were imaginative and unexpected.
Created designs that engaged audiences across print, web, and social media
Managed multiple projects and deadlines without forfeiting quality and accuracy
Wrote, posted, reviewed, and awarded project bids
Worked collaboratively with cross-functional team including: writers, designers, editors, developers, etc.
Interpreted client's business needs and developed concepts to achieve their goal
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H-E-B Grocery Co., Planning and Design Dept.
I created environmental graphics and managed projects with budgets ranging from $75,000 – $350,000. Just prior to my departure I took over all environmental graphic remodel projects totaling $1 million dollars annually.
Designed creative solutions for HEB branded retail environments
Managed large project budgets and production vendors
Met with internal stakeholders to understand their business goals to translate them into impactful experiences
Supervised on-site installations
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H-E-B Grocery Co.
As a Manager In Charge (MIC), I was responsible for the operation of my HEB store. I managed 500+ Partners daily, effectively the frontline manager for store leaders. My duties as an MIC included:
Majority of the time spent using independent judgment to make employment related decisions, or effectively recommended such decisions, to hire, promote, transfer, discipline, suspend, discharge, reward or otherwise engage employee matters
Ensured that all Federal & State laws, and company regulations standards for product freshness, food safety, refrigeration, and sanitation were followed.
Ensured facility and equipment are properly maintained and in good repair
Monitored product integrity and Partner safety
Ensured appropriate inventory levels are maintained by monitoring product stock levels and make adjustments as deemed necessary
Ensured Standard Operating Procedures are followed for each department
Utilized best practices and HEB SOP's to achieve total store productivity
Identified product loss opportunities and takes immediate action to correct them
Communicated new initiatives
Provided direction, guidance, or advice to ensure others complete assignments
Owned personal development through pursuing leadership and product knowledge training
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H-E-B Grocery Co.
After six months with H.E.B I was promoted from my previous position as a cashier because I demonstrated a strong work ethic and unrelenting desire to make the H.E.B. the best retailer on the planet. My duties as a manger in the Check Checkout Department included:
Lead the in successful operation of the Central Checkout Department
Developed and trained Partners to provide consistently superior customer service
Produced weekly department schedule
Projected and reported sales to store leaders
Handled customer concerns in professional effective manner
Ensured standard operating procedures for the service department were followed
Monitored and managed potential product loss
Performed all duties of Checker, Customer Service Assistant, Business Center, and Bookkeeper
Reviewed and approve financial transactions at cash register and Business Center as needed
Wrote and administered positive and constructive Partner
Performance Records and provide ongoing feedback
Monitored sales and ensured appropriate staffing levels, made adjustments to ensure high level customer experience and meet budget
Provided ongoing communication with store staff and management regarding daily events and concerns
Recognized Partners and celebrated success
Managed individual Partner productivity
Coached, trained, and developed Partners
Managed Central Checkout activity and administered department standard/guidelines in a fair and consistent manner
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H-E-B Grocery Co.
Provided excellent service during customer interaction
Collects payment for customer purchases
Demonstrates suggestive selling techniques
Bags groceries for customers
Monitored and managed potential product loss
Kept accurate till
Answered product related questions for customers
Ensured company food safety and sanitation expectations are achieved by following SOP's
Education
Master of Fine Arts
Texas State University
Aug 2007 — May 2011 Magna Cum Laude
Communication Design
Bachelor of Fine Arts
Texas State University
Jan 2003 — May 2006 Cum Laude
Communication Design
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2023
Practical Supervision | TxDOT DEV115
Progressive Discipline | TxDOT DEV220
2022
UX Design 7 Implementation Planning | LinkedIN Learning
UX Design 6 Paper Prototyping | LinkedIN Learning
UX Design 5 Creating Scenarios and Storyboards | LinkedIN Learning
UX Research Method Interviews | LinkedIN Learning
UX Design 4 Ideation | LinkedIN Learning
Learn Python 3 | Code Academy
Accessibility Auditing Websites for Compliance | SiteImprove
Accessibility for Leadership | SiteImprove
Accessibility for Purchasing | SiteImprove
Accessibility Testing in your Organization | SiteImprove
Accessibility as a Priority in Your Organization | SiteImprove
Accessibility with WCAG 2.1 | SiteImprove
Figma for UX Design | LinkedIN Learning
Accessibility Fundamentals for the Web | SiteImprove
Learning Jira Software | LinkedIN Learning
Data Literacy Fundamentals | DataLiteracy
Figma Essential Training Collaboration | LinkedIN Learning
Figma Essential Training The Basics | LinkedIN Learning
UX Design 3 Creating Personas | LinkedIN Learning
UX Design 2 Analyzing User Data | LinkedIN Learning
2021
Computing in Python 3: Data Structures edX
Computing in Python 2: Control Structures edX
Computing in Python 1: Fundamentals and Procedural Programming edX
Learn Command Line Code Academy
2020
Tableau Essential Training LinkedIN Learning
Programming Foundations: Databases
Drawing Vector Graphics: Isometric Illustration LinkedIN Learning
UX Foundations: Information Architecture LinkedIN Learning
Microsoft Teams 101
Microsoft OneNote 101
Creating a Design System with Adobe XD LinkedIN Learning
Learn Give Grown: Data Visualization and Intro to Tableau General Assembly
2019
Figma for UX Design LinkedIN Learning
Persuasive UX: Creating Credibility LinkedIN Learning
2017
Scheduling for Creatives LinkedIN Learning
Copyright for Creatives: Protecting Your Work LinkedIN Learning
Making Better Decisions LinkedIN Learning
Delegating Tasks To Your Team LinkedIN Learning
Adobe CC Libraries LinkedIN Learning
Adobe Draw for Illustration LinkedIN Learning
Learning the Concepts App LinkedIN Learning
Drawing Vector Graphics: Iconography LinkedIN Learning
Running a Design Business: Freelancing LinkedIN Learning
Running a Design Business: Pricing and Estimating LinkedIN Learning
Running a Design Business: Creative Briefs LinkedIN Learning
Running a Design Business: Starting Small LinkedIN Learning
Finance Essentials for Small Business LinkedIN Learning
Becoming a Thought Leader LinkedIN Learning
Leading with Emotional Intelligence LinkedIN Learning
Influencing Others LinkedIN Learning
Intellectual Property Fundamentals LinkedIN Learning
Communication Fundamentals LinkedIN Learning
Designing an Infographic LinkedIN Learning
2016
After Effects CC Essential Training LinkedIN Learning
2015
Creating a Responsive Web Design LinkedIN Learning
Adding Dynamic QR Codes LinkedIN Learning
2014
Drawing Vector Graphics: Tribal Illustration LinkedIN Learning
Foundations of Photography: Flash LinkedIN Learning
Drawing Vector Graphics: Linear Line Illustration LinkedIN Learning
Stepping Up to Leadership LinkedIN Learning
Writing Marketing Copy LinkedIN Learning
Content Marketing Fundamentals LinkedIN Learning
Word for Mac 2011: Essential Training LinkedIN Learning
Up and Running with Astute Graphics for Illustrator LinkedIN Learning
Photography and the Law: Understanding Copyright LinkedIN Learning
Drawing Vector Graphics: Patterns LinkedIN Learning
WordPress Plugins: SEO LinkedIN Learning
Creating Infographics with Illustrator LinkedIN Learning
Artist at Work: From Sketch to Finished Vector Illustration LinkedIN Learning
Logolounge: Shapes and Symbols in Logo Design LinkedIN Learning
Drawing Vector Graphics: Color and Detail LinkedIN Learning
2013
Foundations of Logo Design LinkedIN Learning
WordPress E-commerce: Easy Digital LinkedIN Learning
WordPress Essential Training LinkedIN Learning
CSS: Frameworks and Graphics LinkedIN Learning
2012
Excel for Mac 2011 Essential Training LinkedIN Learning
Mobile Web Design & Development Fundamentals LinkedIN Learning
CSS Fundamentals LinkedIN Learning
JavaScript Essential Training LinkedIN Learning
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2021
Design Leadership Handbook, Aaron Walter & Eli Woolery
Ethics: A History of Moral Thought, Robert Kreeft
The Life and Times of Benjamin Franklin, H. W. Brands
A promised land, Volume 1, Barack Obama
Don't Make me Think, Revisited, Steve Krug
Laws of UX, Jon Yablonski
2020
The Psychology of Graphic Design Pricing, Michael Janda
The Psychology of Selling, Brian Tracy
Storytelling with Data, Cole Knaflic
Lean UX, Jeff Gothelf, Josh Seiden
Impeach: The Case Against Donald Trump, Neal Katyal
2019
Design Systems Handbook, Marco Suarez, Jina Anne, Diana Mounter, Roy Stanfield, Katie Sylor-Miller
This is Marketing, Seth Godin
2018
The New One Minute Manager, Ken Blanchard, Spencer Johnson
Data for the people, Andreas Weigend
2017
Emotional Intelligence Resilience, Harvard Business Review
Emotional Intelligence Mindfulness, Harvard Business Review
Emotional Intelligence Happiness, Harvard Business Review
Emotional Intelligence Empathy, Harvard Business Review
Talent is Never Enough, John Maxwell
The Creative Professional's Guide to Money: How to Think About It, How to Talk About it, How to Manage It, Ilise Benun
Creative, Inc.: The Ultimate Guide to Running a Successful Freelance Business, Joy Deangdeelert Cho and Meg Mateo Ilasco
Extreme Ownership: How U.S. Navy SEALs Lead and Win, Jocko Willink and Leif Babin
The Field Guide to Human-Centered Design, IDEO.org
Awards & Publications
47 Awards & 55 Publications
2023
AASHTO, Website Redesign (without consultant) | TxDot.gov
AVA Digital Awards, Gold Award, Website Design | TxDot.gov
AVA Digital Awards, Gold Award, Website Redesign | TxDot.gov
AVA Digital Awards, Gold Award, Website Government | TxDot.gov
Hermes Creative Awards, Gold Award, Website Design | TxDOT.gov
Hermes Creative Awards, Gold Award, Website Redesign | TxDOT.gov
Hermes Creative Awards, Gold Award, Website Government | TxDOT.gov
American Business Awards, Gold Stevie Award for Transportation | TxDOT.gov
American Business Awards, Gold Stevie Award for Web Design | TxDOT.gov
American Business Awards, Gold Stevie Award for Navigation & Structure | TxDOT.gov
2019
GDUSA, Health + Wellness Design Award Dell Med Class Demographics, Infographics Category
GDUSA, Health + Wellness Design Award REthink Magazine, Publications Category
GDUSA, Health + Wellness Design Award REthink Site, Online Design Category
2018
GDUSA, Health + Wellness Design Award REthink Site, Online Design Category
GDUSA, Health + Wellness Design Award Livestrong Cancer Institutes Strategic Plan Brochure, Brochure and Collateral Category
GDUSA, Health + Wellness Design Award Dell Med School Viewbook, Brochure and Collateral Category
CASE Accolades, Gold Award REthink Site, Online Magazine Category
CASE Accolades, Honorable Mention Viewbook, Viewbook Design Category
CASE Accolades, Honorable Mention Viewbook, Design Improvement Category
CASE Accolades, Honorable Mention Admissions Brochure, Design Improvement Category
2017
Logolounge Volume 10, South Fork Ranch
CASE Accolades, Gold Award (Online Magazine Category) UT Austin, Dell Medical School, DellMedRethink
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2016
GDUSA: American Inhouse Design Award, UT Austin, Dell Medical School, Development Viewbook
GDUSA: American Inhouse Design Award, UT Austin, Dell Medical School, Founders Circle Logo
In-House Printing and Mailing Association Award, Bronze (Cards/Programs Category), Dell Medical School Holiday Card, Holiday Greeting Card
In-House Printing and Mailing Association Award, Silver (Magazines Category), UT Austin, Dell Medical School, Viewbook
CASE Gold Award, Dell Medical School Viewbook, Cover Design
CASE Bronze Award, Dell Medical Admissions Package, Specialty Advertising
CASE Gold Award, Dell Medical Email Newsletter, e-Newsletter
2015
CASE Gold Award, UT Austin, Office of Admissions, Viewbook 2015-16
CASE Bronze Award, UT Austin, Office of Admissions, College Guide Ad
Logolounge Volume 9, Mad Batter
Logolounge Volume 9, Electric Tattoo 1
Logolounge Volume 9, Electric Tattoo 2
Logolounge Volume 9, The Noble Pint
Logolounge Volume 9, Coco Louvier
2014
PaperSpecs Gallery, UT Austin, Office of Admissions, Coin Package
University & College Designers Association, Award of Excellence, Category: Recruitment ViewbookUT Austin, Office of Admissions, Viewbook Brochure
University & College Designers Association, Award of Excellence, Category: Media Strategy UT Austin, Office of Admissions, Presidents Admitted Student Package
Underconsideration: For Print Only, UT Austin, Office of Admissions, Challenge Coin Package
2013
Take my time: Creative Calendar Design, Emotical
Take my time: Creative Calendar Design, Fuzzy Time
Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, Outdoor Lighting Perspective
Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, King Shake
Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, Specs Wine & Spirits
Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, John Burrough's High School
Emblem Ornamental logos, marks, and labels, UT Scholars 1
Emblem Ornamental logos, marks, and labels, UT Scholars 2
Emblem Ornamental logos, marks, and labels, Blueberry Festival 1
Emblem Ornamental logos, marks, and labels, Blueberry Festival 2
Emblem Ornamental logos, marks, and labels, Blueberry Festival 3
Emblem Ornamental logos, marks, and labels, Diamond Bakery
2012
ADWEEK: Talent Gallery, UT Austin, Office of Admissions, Profound Brochure
Logolounge Volume 7, Mandy's Frozen Treats
Logolounge Volume 7, Blueberry Festival 1
Logolounge Volume 7, Blueberry Festival 2
Paper Folding Templates for Print Design, Hexagon Brochure
In Effect: Ground Breaking Finishes & Materials in Graphic Design, Sean Barnes Business Cards
In Effect: Ground Breaking Finishes & Materials in Graphic Design, Cabin Book
Underconsideration: For Print Only, UT Austin, Office of Admissions, Viewbook Brochure
2011
Underconsideration: For Print Only, Hexagon Brochure
Underconsideration: For Print Only, Graduation Announcement
Logology2, Delish
CASE Silver Award, Texas State Univ. iPhone App
CASE Special Award, Texas State Univ. Presidential Football Invitation
Logolounge Master Book 4, Quik Print
Logolounge Master Book 4, Delish
Logolounge Master Book 4, Drive
PaperSpecs Gallery, Strutters Invitation
PaperSpecs Gallery, Hexagon Brochure
PaperSpecs Gallery, Texas State Univ. Presidential Football Invitation
2010
Logolounge Master Book 1, Earth Tech
Logolounge Master Book 1, Uncanny Paint
Logolounge Master Book 2, Chaos Snowboards
The Walk Activity Center: Poster Art Show, Corporate Warfare
Graphic Design USA In House Design Award, Texas State Univ. Chancellor Invitation
Graphic Design USA In House Design Award,
Graphic Design USA In House Design Award,
CASE Special Award
Logolounge Volume 6, Olive Juice
Logolounge Volume 6, Sin City
2010 Dallas Society of Visual Communication Student Show, Specs logo
American Graphic Design Awards: Category First Place
American Graphic Design Awards: Category Second Place
Texas State University: Rising Star Award
Calendar Graphics, Emotical
Underconsideration: For Print Only, Texas State Univ. Presidential Football Invitation
Type Player 2
Communication Arts: Creative Exhibition, Texas State Univ. Presidential Football Invitation
2009
CASE Special Award
Graphic Design USA: In House Design Award
Graphic Design USA: In House Design Award
STEP Inside Design 100 Student
Good 50x70, Corporate Warfare
Logolounge Volume 5, Uncanny Paint
Underconsideration: For Print Only, Strutters Invitation
2008
Creative Summit
2007
Logolounge Volume 4, Gotham Gardens
Art Directors Club Houston: Student Show
CMYK Magazine No.30, Heather McHugh Poster
Creative Summit: Coveted Memorial Ralph Award
Creative Summit: Certificate of Excellence