Transforming brands through strategy, expression & activation

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If you don’t know what you stand for, how can you expect your customers to?

Halle Hutchison, Principal

Halle Hutchison has celebrated successful brand evolutions with global leaders such as AT&T, T-Mobile, and Expedia, as well as beloved local brands like Alaska Airlines.

Halle practices the art of story-sharing. Why story-sharing? Because it’s not enough to tell stories anymore…customers, and employees, need to be engaged in an on-going, interactive brand conversation.

What our clients say…

Tim MacDonald

Halle is a seasoned global brand marketer with deep advertising experience and a proactive and effective leader. While at Expedia, she led the agency through the development of a groundbreaking advertising campaign, championed a successful employee morale program and developed the brand strategy for our emerging SE Asia markets – leading to her appointment as interim CMO for that region.

Tim MacDonaldExecutive Vice PresidentExpedia
Michelle McRae

I have collaborated with Halle on a variety of projects including brand strategy and identity work for T-Mobile, and global brand identity work for Expedia. Halle really understands how to get the most out of the client/agency relationship – and fosters a culture of collaboration, mutual respect, and passion for the cause. She intuitively gets the balance between breakthrough creative and driving business results – a rare combination in my experience.

Michelle McRaeCEO Northbound Brand
Scott Foreman

I worked with Halle for 3+ years when she led the Advertising/Brand team for T-Mobile (I was the EVP on the account at the time). Halle is the kind of client-side partner agencies truly appreciate – collaborative, results-driven, willing to take risks, and very creative in her own right. When working with Halle – it’s clear that every step we take is in the pursuit of a common goal – to deliver surprising, insight-driven “big ideas”, and create top-performing advertising campaigns that bring that idea to life for the target.

Scott ForemanManaging DirectorCopacino + Fujikado
Dennis Haugan

Halle is extremely skilled in multiple forms of marketing media, having key strengths within integrated brand/campaign mangement. Specialities include tv, newspaper, radio and online advertising.

Dennis HauganChief Experience OfficerBeyond Vigilant

Brand Strategy & Expression

A solid brand strategy that reflects your company’s values, mission, and business objectives – while forging an emotional connection with your customers – isn’t that difficult to achieve. And in today’s customer co-created brand world – even more critical to a brands’ success.

Great brands know that how a brand looks, feels, sounds, and acts – consistently – is key to sustained brand health and growth. Colors, fonts, textiles, logos, service delivery, product design, digital experiences – even internal communications and recruitment – every customer touchpoint is a brand impression.

The first step? Contact us to schedule a Brand Strategy Workshop that will help focus your brand, align your leadership, and lay a foundation for a deeper relationship with your customers.

Celebrities & Sponsorships

Selection of a celebrity endorsement partner, or high-profile sponsorship, is a highly strategic exercise – and should be tightly linked to your brand and communication objectives. Building the right budget is imperative – to properly activate a celebrity or sponsorship asset, brands need to budget at least 1.5X the base fee for the licensing fee…

Whether an ongoing endorsement or a one-day Social Media stunt – celebrities and major sponsorships can boost brand relevance and engage new customer targets. But is the investment worth the risk?

HH Consulting has rare and proven experience in successfully partnering with celebrities to build brands. Contact us to assess if a celebrity endorsement or major sponsorship is right for your brand.

Results, Awards & Accolades:


Voted TIME magazine’s “Best of Everything 2008” #1 TV Ad Campaign: T-Mobile’s “Who’s in your fave 5?” NBA Series – featuring Charles Barkley and Dwyane Wade

Highest performing advertising campaign in the industry despite being outspend 5:1 by the competition (Nielson Ad Tracker, 2007)


Expedia “Blocks” campaign featuring Pauley Perrette of NCIS and Tim Gunn of Project Runway – achieved top 1% of most effective TV ads produced (Milward Brown, Ad Health Tracker 2010).

Expedia “Find Yours” campaign received multiple Effie awards (2012)

Alaska Airlines:

Multiple Addy award winning “Champions Never Rest” campaign featuring Russell Wilson (2013, 2014)

Alaska “Beyond” campaign garnered double-digit increases in all positive brand perceptions amongst campaign recognizers (Hall & Partners Brand Health Monitor, 2015)


Areas of Expertise


  • Brand strategy & positioning workshops
  • Brand architecture frameworks
  • Employee brand education and engagement programs
  • Brand health audits and measurement programs
  • Philanthropic brand strategies
  • Product or talent sub-brand strategies and communications plans
  • Brand expression – logo development, full visual and experiential identities

Advertising & Communications

  • Integrated marketing communications (IMC) – strategy, structure and planning systems
  • Global advertising and media agency RFP’s – selection and process management
  • Advertising and media program audits and optimization
  • Advertising campaign development
  • Media strategies
  • Celebrity endorsement – strategy, contracts, talent management
  • Major sponsorship – (NBA, NFL, Disney) – strategy, contracts, implementation, optimization
  • Content marketing & consumer dialogue
  • Social Media – strategy, structure and planning systems

Brand Identity Portfolio

Halle has worked with world-renowned brands evolving their brand identities. Below are three successful samples of her collaborative work.

Helped an 80-year old airline transform into a more relevant brand.

Guided a fragmented global brand to a consistent strategy and identity system.

Transitioned a legacy brand into a new era of growth and customer acquisition.

Brand Thought-Leader

Halle enjoys sharing her knowledge and experience. Please contact her for an interview or to be a guest speaker.

Reach out!

Contact us to start the conversation about how we can help your brand become an industry leader and cultural icon!

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