Elle Morris, a frequent contributor to Beauty Packaging, has acquired HMSDesign -- and has transformed it into SnapDragon, a global brand design consultancy.
As president and CEO, Morris will lead the company's diverse team, which has a wide array of business, retail, design and consumer packaged goods experience. Morris' career spans 20+ years in design and brand strategy. The leadership team is primarily female, which is unique in the creative business.
SnapDragon’s business model is focused on transparency in process, strategy, pricing and design leadership, supported by a team of highly specialized professionals and global partnerships in Europe, Asia, the Middle East, Canada and Mexico, in order to provide varied cultural perspectives.
Morris says, “SnapDragons are the truth-tellers of flowers and can survive in tough terrain – which is powerful given the challenges of today’s business landscape, where transparency and honesty are a necessity; and innovation to drive brand growth is in high demand."
Morris continues, “Our team has been strategically selected for their experiences, understanding of diversity and cultural imperatives; and for their relationships around the globe, as much as for their talent and know-how."
Beyond the capabilities of a traditional design consultancy, SnapDragon has added capabilities in digital design and retail design for clients that require a more holistic view of their brand, in addition to brand strategy, package design and identity development.
Morris will rely on her seasoned leadership team to continue to bring SnapDragon’s vision to life: Ms. Kelly Glotzer, Vice President, Client Services; Jennifer Murtell, Vice President of Strategy; Tina Kunkel, Client Strategy Director, Joe DiMeo, Creative Director and Ben Jura, Associate Creative Director.
Elle Morris and minority investors have acquired former package design agency HMSDesign’s assets from Hugh Montgomery. Montgomery tirelessly built the business over the past three decades. His firm amassed a portfolio of consumer-packaged goods brands primarily in food and beverage over the years including HP Hood, Bolthouse Farms, Heineken and Sun Products/Henkel.
Elle Morris was named CEO of HMSDesign in 2017 and has steadily grown and diversified the firm’s client base in consumer-packaged goods, while focusing on transforming HMS from a package design agency to an inventive global brand design consultancy.
As a result, SnapDragon is now the agency of record for Blue Diamond Almond Breeze and is HP Hood’s lead strategy and design agency. Other SnapDragon clients include Sargento, Henkel, Hain Celestial, Colgate-Palmolive, good2grow Kids Beverages, Reily Foods and Strength of Nature Haircare.
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