Brand Activation is our focus. We develop dynamic brands that forge an emotional connection, influence decisions and inspire action. From Brand Strategy to Identity, Digital Media, Advertising, Print, Packaging and Environments. We create brands that alter the customer experience.


Our offering is broad and integrated. Spanning a diverse portfolio of expertise, we build effective brand experiences that provide meaningful communication and strategic differentiation. Our approach is committed, collaborative and accountable. We work from the conviction that strong design and strong relationships yield great solutions.

Branding & Identity

  • Brand Positioning
  • Brand Strategy
  • Brand Messaging & Voice
  • Brand Guidelines
  • Logo Development
  • Stationery Systems
  • Name Development

Digital Media

  • Website Design
  • Website Analytics
  • User Experience
  • Information Architecture
  • Content Management Systems
  • Interactive Demonstrations
  • Interactive Kiosks
  • Promotional Videos


  • Branded Environments
  • Display Design
  • Space Planning
  • Signage Systems
  • Trade Show Graphics

Print Collateral

  • Stationery Systems
  • Brochures
  • Press Kits
  • Annual Reports
  • Presentations
  • Information Graphics

Online Marketing

  • Banner Advertising
  • Email Campaigns
  • Search Engine Optimization
  • Search Engine Marketing
  • Lead Generation Solutions
  • Traffic Analysis


  • Print Campaigns
  • Outdoor Advertising
  • Media Planning
  • Media Placement
  • Direct Marketing


  • Food and Wine
  • Consumer Goods
  • Software


Sue Hutner and Justine Descollonges bring complementary skill sets to the table, providing clients with a full range of services. Sue’s focus is Brand Strategy and Copywriting, while Justine’s focus is Creative Direction and Account Management. They collaborate on some projects and work independently on others, addressing specific client challenges. Together or separately, they create intelligent and creative solutions to diverse brand challenges. Deeply involved in the details of every project, the partners are selective about their work. Clients appreciate that selectivity, as Sue and Justine are personally invested in the success of every project and the relationships that breed those triumphs.

Owner, Brand Strategy Director

Sue Hutner

Prior to Hutner Descollonges (now HDSF), Sue founded Hutner Group, recognized for its award-winning brand experiences. This was her second successful design venture. As a founding partner at Wang Hutner Design, Sue grew the business from a traditional print design studio to an integrated branding firm with full capacity in digital media. Before moving to California, she was a top designer at Boston-based Bronner Slosberg (Digitas) working on national accounts such as American Express, AT&T and Polaroid. Sue began her creative career as an art book designer for Centro d’Italia of Florence, one of Italy’s premier publishers. She later moved to Rome, where she produced multilingual marketing collateral for the United Nations.


As a former board member of AIGA, Sue led the country’s first Business Outreach division, developing a successful partnership with APPLE. The outcome was the ongoing monthly lecture series “Why Good Design Matters”, featuring speakers from DWELL Magazine, IDEO, Design Within Reach, The Haas School of Business and other internationally recognized design industry influencers. Sue is also active in the Business Leadership Counsel and SPUR, San Francisco’s Planning and Urban Research Association. In the remaining hours, she bikes, hikes, travels and dreams of converting her desk into a working treadmill.

Owner, Creative Director

Justine Descollonges

Born in Paris, France, Justine’s background brings a distinct European sensibility as the Creative Director of HDSF. With over 19 years of agency experience, Justine has successfully lead marketing communications and brand initiatives for clients such at Mozilla Firefox, Fairmont Hotels, Wells Fargo, Kaiser Permanente and Numi Tea. Justine’s collaborative approach with both clients and internal creative teams simultaneously brings order and vision to the creative process.

As an award-winning designer, Justine joined Wang Hutner Design in 2002 and eighteen months later set out with Sue to build Hutner Group. In 2007 Justine and Sue formed Hutner Descollonges (now HDSF). Justine became a business owner in her early 30’s. Prior to partnering with Sue, Justine was a Sr. Designer at Studio Moon in San Francisco. Justine’s career began at HZDG in the Washington DC area, where she quickly rose to a lead designer. At HZDG she worked on national accounts such as MCI, The Mills Corporation and Mednetrix.

Justine is an avid proponent of the Slow Food movement and is committed to its eco-gastronomical benefits. 
She lives in Mill Valley with her husband and enjoys running, playing tennis, skiing, and traveling to far away continents.

Process Left Brain + Right Brain = Smart Design


We come to each project open to its unique strategic and creative possibilities. Based on our client's individual marketing goals, we determine the project requirements and establish the scope and parameters. Then we research the business or product, explore the competitive landscape, identify key differentiators and gather the necessary assets.


Discovery culminates in the collaborative strategy session we conduct with each client. Together, we distill project insights and develop guidelines for the overall messaging and voice. We then solidify team consensus and develop the positioning that will guide our creative exploration.


Brainstorming sessions fuel the creative phase of our process. The result is a broad spectrum of creative possibilities, which we methodically refine and hone. As we explore design directions and develop project content, the brand experience begins to take shape.


Once a client selects a creative direction, our energies are directed toward aligning form and function. We roll out the brand language to express that alignment from different vantage points. From prototypes to mechanical files, we manage every aspect of production for meticulous quality assurance.