Innovate. Lead. Inspire.

About Fred Hviid

Award-Winning Creative Leader Driving Impactful Design Strategies

Throughout my career, I have delivered creative excellence across associations, government, and the private sector, collaborating with renowned clients such as National Geographic, the U.S. Navy, the Department of Health and Human Services, NAVSEA, Microsoft Xbox, Nissan, and leading pharmaceutical companies. From rebranding education programs to crafting 508-compliant digital assets for federal agencies and launching high-impact campaigns for global brands, I consistently apply strategic vision and precision to drive results. My ability to navigate diverse industry challenges with innovative solutions has established me as a trusted leader in design and brand management.

Work History

01 Art Director, American Retirement Association

As Art Director, I lead the creative strategy and oversee branding, marketing, and communication efforts for 12 annual conferences and live events, including high-profile projects for corporate and federal audiences. Partnering closely with the Chief Marketing Officer and the advocacy team, I deliver high-quality, accessible communication assets that align with legislative and corporate strategies. Managing a multidisciplinary team of creative professionals, I foster innovation and professional growth while driving impactful campaigns that enhance the association’s presence and member engagement.

Key Achievements and Responsibilities:

Team Leadership & Development: Manage and mentor a diverse team of three graphic designers, two copywriters, two traffic coordinators, and two digital marketing coordinators, fostering collaboration and driving excellence across creative, logistical, and digital marketing efforts.
Digital Experience Platform (DXP) Development: Spearheaded the development of a 24-month Digital Experience Platform (DXP), integrating CMS and Digital Asset Management (DAM) systems with full 508 compliance, revolutionizing the association’s digital presence and ensuring accessibility for diverse user needs.
Creative Campaign Strategy & Execution: Played a strategic role in planning and executing creative campaigns, contributing to a 129% increase in event attendance and successfully rebranding the education division, which now offers 11 credentials and 8 certificates
Quality Control & Brand Consistency: Developed and implemented a quality control system and governance framework to maintain design and brand consistency across all assets
Legislative Advocacy Support: Delivered high-profile, API-compliant communication materials for legislative advocacy, supporting impactful messaging for Congress and federal audiences.
Project Management & Delivery: Implemented efficient project management processes, enabling the seamless delivery of multiple, simultaneous projects on time and within budget.
Award-Winning Campaigns: Garnered 4 Gold MARCOM awards for creative excellence in conference websites and the ASPPA & U branding campaign, recognized for innovative design and strategic brand execution.

By combining strategic vision, innovative leadership, and a commitment to excellence, I have consistently elevated the association’s brand and engagement across diverse audiences.

02 Creative Manager, New Wave Media

As Creative Manager at New Wave Media, I led the conceptualization and execution of innovative brand strategies and marketing campaigns for a diverse portfolio of clients across nonprofit, government, and private sectors. From managing creative direction for rebranding efforts to executing comprehensive, cross-platform marketing initiatives, I ensured seamless delivery of impactful solutions aligned with client objectives. My expertise in brand governance, compliance standards, and creative team leadership consistently resulted in measurable success, including a 22% increase in graduate school applicants for the University of Maryland Global Campus (UMGC) following their rebranding initiative. I collaborated with high-profile clients such as PEPCO Energy, National Geographic, The Hamilton Project, and Conservation International to create dynamic, results-driven campaigns.

Key Achievements and Responsibilities:

Creative Leadership: Directed comprehensive branding and marketing initiatives, ensuring cohesive visual and messaging strategies across print and digital platforms for clients in nonprofit, financial, and federal sectors.
Rebranding Success: Led UMGC’s rebranding efforts, contributing to a 22% rise in graduate school applicants through strategic alignment of creative vision with business goals.
High-Profile Campaigns: Managed creative projects for clients including PEPCO Energy, National Geographic, Conservation International, and federal entities such as the Department of Health and Human Services and the US Navy.
Federal Compliance Expertise: Delivered GSA Schedule projects with a focus on accessibility, including 508 compliance, for agencies like the Department of Education and the US Navy’s flagship publication, All Hands.
Integrated Marketing: Oversaw the execution of cross-platform campaigns, including web development, digital content creation, and print production, achieving impactful results for diverse industries.
Team Management: Led creative teams in a fast-paced, deadline-driven environment, fostering collaboration and maintaining a high standard of quality across all deliverables.
Brand Governance: Established quality control processes and mechanisms for maintaining brand consistency, ensuring alignment with client objectives and corporate strategy.
Client Collaboration: Built strong relationships with clients and stakeholders, serving as a trusted advisor on creative direction, budget management, and process improvements.

Through a combination of strategic vision, innovative execution, and dedication to excellence, I consistently delivered creative solutions that drove tangible outcomes and elevated client brands.

03 Senior Graphic Designer, Hanley Wood (now Zonda)

As Senior Graphic Designer at Hanley Wood, the leading media company in the construction industry, I played a pivotal role in supporting marketing efforts across five divisions. Under the direction of division marketing managers, I led a team of senior designers to create high-quality collateral for trade shows, advertising, direct mail, and sales support. In collaboration with the e-marketing team, I ensured consistent brand messaging across both digital and print platforms, reinforcing the company’s broad communication strategy. My responsibilities also included overseeing a $1.8 million print budget, managing vendor relationships, and coordinating production schedules to meet key project deadlines.

Key Achievements and Responsibilities:

Team Leadership & Project Oversight: Oversaw a team of designers, developing collateral for trade shows, advertising, and sales support, ensuring high-quality execution for all deliverables.
Budget Management & Vendor Coordination: Managed a $1.8 million print budget and collaborated with vendors to ensure timely, cost-effective, and high-quality production, keeping projects within financial and time constraints.
Brand Messaging & Cross-Channel Consistency: Partnered with marketing divisions to maintain consistent brand messaging across both print and digital channels, supporting the company’s $650 million business objectives.

By combining hands-on leadership with effective budget and project management, I helped enhance Hanley Wood’s marketing efforts and contributed to the successful delivery of high-impact campaigns across multiple divisions.

Designer. Leader.

Fred’s a visionary who keeps both feet on the ground, unlike he did back when he was an Olympic swimmer for his native Spain — but that’s a story for another day. You can read more on Fred's swimming success on the swimming page.

Fred has formal training in the visual arts from American University, and web design from Johns Hopkins Computer Career Institute. With a career in the design field that dates back to 2001, his portfolio includes work for corporate giants, boutique firms and everything in between.

Fred brings the very same intensity that made him one of the elite middle distance swimmers in the world in the late 90's to his design work. Hard working and greatly motivational he inspires those around him with his infectious work ethic.

Fred's work experience spans from one of the largest PR firms in the world, to having worked in an association, an award winning design studio, and the largest B2B publishing company in the US.

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