Holden Hardcastle

Holden Hardcastle

Aspiring to create beautiful, exciting, and positive experiences by working with inspired and driven people.

Throughout my professional career I have collaborated with teams at Apple, Amazon, Sony, HBO, and Lucasfilm. I've worked with authors, editors, and artists to push creative boundaries. I thrive on generously sharing ideas, resources, and information with my peers. Whether it's bringing people together through an application or developing a dynamic brand to change the world, I believe that inspired teams yield inspirational results.

Bleu Marketing Solutions Inc.

Bleu Marketing Solutions

Dell EMC and the Hybrid Cloud

Dell EMC provides the foundation to help companies modernize, automate, and transform data centers by innovating across devices, ecosystems and services to design solutions for the way people work.

Identified audience, messaging, stories, and stats, to develop a cohesive campaign that adhered to brand guidelines. Digital content and collateral was designed to highlight metrics that influence CFO decision making.

Advanced Energy Economy

Advanced Energy Economy Brand and Style Guide

AEE Letterhead
and Branding

Advanced Energy Economy engages with companies in order to create a more prosperous world that runs on secure, clean and affordable energy.

The design values complement the company vision. The brand guidelines aim to create a consistent, clean, and efficient experience. This solid foundation allows for evolution. Corporate logos, iconography, infographics, reports, responsive websites, and members of the AEE team, have all played a part in the progression of the Advanced Energy Economy brand.

Advanced Energy Economy Responsive Website

AEE Website and
Process Redesign

In order to create a prosperous future, Advanced Energy Economy (AEE) envisions a world that runs on secure, clean, and affordable energy. AEE engages member companies, and recruits partners through education, and encourages participation in energy policy changing initiatives.

Policy and legislation changes quickly. In order to keep up emerging energy regulations, the AEE website needed to be redesigned and migrated to a content management system (CMS). By implementing a CMS, projects leads would be able to make timely content updates.

Working with the communications, marketing and development teams we identified and implemented specific improvements on both the front and backend.

By building templates on a flexible and responsive Bootstrap foundation, content updates became more efficient and streamlined the look and feel of the site.

Advanced Energy Economy & AEE Institute Reports

Advanced Energy
Economy Reports

The educational reports focus on the technical, economic, social, and political issues surrounding advanced energy, and how to improve the energy sector. To engage member companies the reports are available for download, distributed at events, and presented at congressional hearings.

By collaborating with the communications team and project leads we implemented the newly established brand guidelines to define and apply consistent hierarchy and visual style to reports. Covers communicate the subject of the complex reports in a single image.

Using a grid system and dynamically linking text to design files, the annual and semi-annual reports are effortlessly designed and produced. The powerful imagery and iconography create a visual message that accelerates the transition to an advanced energy economy.

The California Advanced Energy Employment Survey report won a 2015 American Graphic Design Award.

Ohio's Electricity Future Report

Ohio's Electricity
Future Report

The Ohio Advanced Energy Economy, an Advanced Energy Economy State Partner, was looking to create brand guidelines and an annual report that appealed to their members. They reached out to AEE to create impactful design standards that represented their messaging.

A logo, font face, and collateral were structured around the established AEE design guidelines. The newly created brand visually identified Ohio as part of the extended AEE family.

The report on the state of Ohio's Electricity Future won a 2015 American Graphic Design Award.

AEE and AEE Institute Infographics

Institute Infographics

Advanced Energy Economy initiative leads present data and reports to companies and legislatures across all levels of government. Infographics are created to present complex information and tell the story behind the energy data in an easily understandable way.

Working with communications and initiative leads, we distilled complex data down to identify key messaging. The resulting visuals are designed to support arguments that move executives and government officials to action.

The North Carolina: Clean Energy Works! and California Advanced Energy Employment Future infographics both won 2015 American Graphic Design Awards.

Gap Old Navy

Old Navy Online Email Campaigns
Advanced Energy Economy & AEE Institute Reports

Online Email Campaigns

Old Navy is in constant communication with their customers. The marketing and creative teams foster relationships through email and online campaigns. The campaigns are centered around new products, promotions, and sales.

Weekly marketing and design meetings allow for open collaboration and exploration. Production artists, designers, copy editors, art directors, and team leads are encouraged to discuss new ideas and fine tune project briefs, and even update style guides for targeted online email campaigns.


Dictionary.com Search Results Redesign
Advanced Energy Economy & AEE Institute Reports

Hyperbole Search Results

Dictionary.com is committed to accelerating the discovery and mastery of English in all its forms. As the world's leading digital resource for language success, they were looking for solutions to increase the awareness of their expanding product line and increase earnings without compromising their primary vision.

Focusing on the goal of increasing revenue, advertising and promotion became a more prominent part of the search results. The site was redesigned to give more emphasis to exclusive advertising.

The responsive and grid based mock ups work within the established style and brand guidelines to call out the promotions and ads. Using typographic and visual hierarchy, the search results remain the primary focus.

Chronicle Books

Advanced Energy Economy & AEE Institute Reports

TrueBlood Cookbook

In order to surprise and delight their readers, Chronicle Books began converting it's entire catalogue into digital or eBooks in 2010.

Aligning with the publisher's core values, the newly established eBooks team created a culture of education and experimentation. By allowing mistakes and happy accidents to happen, we discovered new ways to keep faithful to the orignal content.

Advanced Energy Economy & AEE Institute Reports

The Ultimate Metallica

Working with outside vendors the Chronicle eBooks team established base styles and CSS. Thousands of InDesign files were sent for conversion. Based on guidelines and title-by-title specs, initial book conversions were delivered back to the group. The device agnostic content would be fine-tuned by embedding fonts, altering images, and adding other design elements.

High profile titles, authors, subject matter, and content required careful management and setting of expectations. The titles were revisited to discuss the original intentions of the authors and content.

Advanced Energy Economy & AEE Institute Reports

The History Of Surfing

The working relationships and open communication established with Amazon, Apple, and other on-line retailers allowed us to work with their internal development teams to create content for emerging technologies.

Working and collaborating with outside vendors, the Chronicle eBooks team was able to deliver device agnostic eBooks that surprised and delighted new and larger audiences.

TRX | Fitness Anywhere

Website and application experience for TRX

Website, Application, and Experience Design

In order to connect owners and users of the TRX Suspension Trainer to gyms, trainers, and each other, Fitness Anywhere was looking to move away from producing single workouts distributed on DVDs. The application, online community, and sport specific workout pages were all designed to encourage users to find places and people to workout out with.

The internal team of production artists, designers, developers, marketing leads, and program directors all contributed to the updated user experience. Wireframes, layouts, updated look and feel, and the style guide that was born out of the extensive retooling, were created through a team effort to bring owners of the TRX together.

The new experience and application was launched in partnership with Drew Brees, the 2010 Super Bowl MVP and Quarterback for the NFL's New Orleans Saints, encouraging users with similar fitness goals to get out from in front of the television and connect with other people in the community.