Jennie Engelhardt Brand Mission Experience

Creative Director  ·  Brand Strategist

I build brands
around a genuine
point of view.

I've spent 20 years shaping how companies look, feel, and communicate, based on my belief that the strongest brands are built on purpose and not just aesthetics.

Brands are comprised of equal parts visual, voice, and values, and every touchpoint matters, whether someone encounters your brand through words, imagery, or something they simply feel.

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Selected Work

How I've approached things.

HostGPO

VRMA AI Inspiration Room

I conceived, designed, and built a fully immersive room using vibe coding and custom AI voice technology that generated personalized affirmations for each attendee in real time, based on their specific role in the vacation rental industry. It was inspired by Yayoi Kusama's infinity rooms, and the affirmations were delivered in an AI voice in a similar tone to the Severance "your outie cares for you deeply" lines. It ended by saying their name out loud: "We believe in you, Sarah. You are the future of the vacation rental industry." Some people laughed. Some people cried. It won Best Booth at VRMA 2025.

Best Booth Award Experience Design AI Integration Brand Concept

HostGPO

Brand Identity & Transformation

I led a full brand rebuild covering visual identity, voice and tone, messaging architecture, and digital presence. The core challenge was building a cohesive brand that resonated with both large property managers and first-time hosts without flattening the message for either.

Before
After
HostGPO before rebrand
Visual Identity Brand Voice Digital

HostGPO

Host Recommended Editorial Lists

HostGPO employs actual property managers and hosts, and I saw an opportunity to turn that insider knowledge into something genuinely useful. I created "Host Recommended" lists, similar in format to Wirecutter, for our top product categories. They go beyond simple rankings and walk readers through everything they need to know to figure out which sheets, towels, or furniture are right for their specific properties and business. The lists built real trust and expertise in the industry, and they convert at 36%.

Best Sheets for Vacation Rentals   ·   Best Toiletries for Airbnbs

36% Conversion Content Strategy Editorial Commerce

Hare+Hart

Building an Ethical Fashion Brand

I co-founded and led all creative for a fashion brand built on an explicit ethical model: sustainable manufacturing, fair labor, and transparency. I designed the visual identity, directed all photography and editorial content, shaped the brand voice, and drove creative across campaigns, packaging, and retail. HARE+HART was featured in publications like Vogue, InStyle, Elle, and the cult fashion newsletters of the time, with retail partnerships at Target, Shopbop, and Urban Outfitters.

Hare+Hart Homepage
Hare+Hart Values page
Vogue InStyle Elle Brand Identity Art Direction Editorial Retail

Shipsi

1 Million Diapers, COVID Community Initiative

During the early months of COVID-19, LA nonprofits had diapers but no way to get them to families who needed them. I saw the connection: we had the delivery technology and relationships with drivers whose volume had dropped. I championed the initiative internally when leadership was hesitant, raised the funding so nonprofits didn't pay for deliveries and Shipsi didn't lose money, and managed the logistics end to end. We delivered over 1 million diapers to families across LA.

Mission-Driven Community Internal Leadership

Shipsi

Zero-Budget Trade Show Activation

Shipsi needed more connections with the retailers who would use their delivery service. I built a no-budget activation that was a live simulation of Shipsi's same-day delivery for trade shows. Retailers placed orders for things they needed at the show (water, snacks, Advil, etc.), and they were delivered straight to their booths with "real-time" tracking. Trade shows welcomed it with no sponsorship fee, and it generated over 5,000 new client leads.

Brand Activation Event Strategy 5,000+ Leads

Cobble

Brand Identity & Digital Presence

I led the brand identity and creative direction for Cobble, a couples app designed to help partners make better decisions together. This includes building the visual system, directing the digital presence, and shaping a voice that was sharp, funny, and felt like it actually lived in New York.

Before
After
Cobble before rebrand
Brand Identity Digital Art Direction
About

How my brain works.

I believe the best brands are built on something genuinely believed, a real point of view about the world, expressed with intention and consistency across every touchpoint.


At Hare+Hart, I built a successful brand around an ethical model before anyone else was doing it in the contemporary market space. At Shipsi, I pushed for a community initiative leadership didn't initially support, and it became the thing people remembered most about us. At HostGPO, I designed an AI experience that generated trust and loyalty (and new members) because people felt seen.


I studied American Studies at Carleton College, a liberal arts school deeply focused on politics, justice, and how ideas shape culture. I read widely. I'm driven by how we express ideas through language and design. I care about how your company and brand makes people feel.

My favorite quote about branding that isn't about branding at all.

"Being powerful is like being a lady. If you have to tell people you are, you aren't."

Margaret Thatcher (politics aside)

Capabilities

How I can help you.

01

Creative Direction

Visual identity systems
Art direction & photoshoot production
Brand expression across formats
UI/UX and digital design

02

Brand Strategy

Brand positioning & architecture
Voice, tone & messaging frameworks
Values-driven brand building
Competitive differentiation

03

Experience & Events

Conference & event activations
Branded environments
Experiential concept development
AI-integrated experiences

04

Editorial & Content

Brand storytelling
Content strategy & creation
Campaign development
High-converting editorial content

05

Team & Partners

Creative team leadership
Freelancer & agency management
Cross-functional collaboration
Creative network development

06

Tools & Technology

Adobe Creative Suite
AI creative tools & vibe coding
Analytics & Tableau

Let's talk about
what you're building.

jennie.engelhardt@gmail.com LinkedIn 651.295.5952