Northwest Design Profile: Stanley Hainsworth of Tether

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Stanley Hainsworth

Tether
Chairman, Chief Creative Officer

Tether is a group of friends who are passionate about one thing: telling stories that matter. Tether was born from the desire to work on brands that share the desire to create passionate, emotional connections with customers. Everything that our team of visionaries, strategists, designers and implementers create tethers back to the core of the brands we partner with.

Previous to founding Tether, Stanley was VP Global Creative of Starbucks where he oversaw all creative aspects of Starbucks - new products, packaging systems, seasonal promotions, brand campaigns, advertising and collateral materials.

Stanley spent twelve years at Nike as a Creative Director working on everything from product launches to Niketowns to the Olympics. After Nike he moved to Denmark to join the Lego Company as their Global Creative Director. There he directed a total visual overhaul of the Lego brand from top to bottom, including packaging, the web, retail and brand stores.

Stanley is a national board member of AIGA, a featured speaker on Creativity worldwide and the recipient of awards from ID Magazine, Communication Arts, The Library of Congress, Graphis, Type Directors Club, HOW International, HOW Regional, NW Design Awards, PRINT International, AIGA National, AIGA Regional, Rosie’s, POP Times, and Communication Arts Illustration, Retail Interiors (Best International Store and Best Retail Theater) and MAPIC (Best Retail Store).


Stanley Hainsworth, Chief Creative Officer of Tether


Stanley will be speaking at the IDSA Western Design Dialogue Conference 2012 in Seattle, May 4th and 5th.  His presentation will be about: 

Session: GATORADE: The Designed Evolution of a Brand
As a globally recognized brand, Gatorade had long been successful in its fundamental mission of bringing hydration to athletes during competition and training. But in a changing marketplace filled with more discerning and demanding consumers, they lacked a full range of sports nutrition products to supplement the many diverse training stages and workout routines of the modern athlete. The multi-disciplined designers at Tether helped introduce, develop and bring a fresh, holistic approach to the new world of nutrition – and created the strategy, product structures, graphics and life of the brand that highlighted both the science and the soul of the brand. This framework has empowered the brand to extend their new strategy across all consumer touchpoints in a comprehensively integrated fashion, leveraging product, identity, advertising, retail theater and event presence in ways that have reinvigorated the spirit of the brand. Stanley Hainsworth will show the Tether process and result that was a true cross-discipline effort of the strategists, graphic designers, industrial designers, writers, videographers and account management.


More speakers will be featured here and listed on the IDSA website.To learn more about the conference check the IDSA site page here. Save money by registering before April 20th.

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