Born to Brand. We give birth to dynamic brands that turn browsers into believers, and inspire users to take action. Branding is about connecting. Our approach engages audiences, influences decisions, and forges emotional connections. Whether the brand must be created or repositioned, we help find your strategic differentiation and link your audience to that vision. We call it Brand Activation.


At HDSF, our approach is pragmatic, committed and accountable. We offer a wide range of services in order to provide a consistent and compelling brand experience across key customer touch points.

Branding & Identity

  • Brand Strategy
  • Brand Messaging
  • Brand Guidelines
  • Logo Development
  • Name Development

Digital Media

  • Website Design
  • User Experience
  • Information Architecture
  • Content Management Systems
  • Promotional Videos


  • Display Design
  • Space Planning
  • Signage Systems

Print Collateral

  • Brochures / Folders
  • Stationery Systems
  • Information Graphics

Online Marketing

  • Digital Advertising
  • Email Campaigns
  • SEO Setup


  • Print Campaigns
  • Digital Campaigns
  • Outdoor Advertising
  • Presentation Packets
  • Press Kits


  • Food and Wine
  • Consumer Goods


At HDSF, Sue Hutner and Justine Descollonges are personally involved in every project, from strategy to launch. In order to provide this high level of partner involvement, HDSF takes on a limited number of projects, and clients benefit from the focus. Sue and Justine collaborate on some projects and work independently on others, addressing specific client challenges. While both partners have roots in design, they bring complementary skill sets to the table. Together, they generate intelligent and creative solutions that fuel success.

Principal, Brand Strategy Director

Sue Hutner

Sue has long been a creative leader in design and branding. Before co-founding Hutner Descollonges (now HDSF), Sue founded Hutner Group, recognized for its award-winning brand experiences. Prior to Hutner Group, Sue was a partner at Wang Hutner Design in San Francisco and before moving to California, she was a top designer at Boston-based Bronner Slosberg (now Digitas, Publicis). Sue began her career in Florence, as an art book designer for Centro d’Italia , followed by Rome, where she designed marketing materials for the United Nations.

As a former AIGA board member, Sue led the country’s first Business Outreach division, developing a successful partnership with APPLE. She launched the ongoing monthly lecture series “Why Good Design Matters,” featuring speakers from DWELL Magazine, IDEO, Design Within Reach, HAAS School of Business and other internationally recognized design industry influencers.

Sue is active in SPUR, the Business Leadership Counsel, and is a founder of SF Collective (Lean In Circle), as well as a San Francisco women’s political Huddle. For fun, she bikes, hikes, travels and dreams of trekking to cacao plantations in 20 countries, across 4 continents.

Principal, Creative Director

Justine Descollonges

Born in Paris, France, Justine’s background brings a distinct European sensibility to her work as Creative Director. With over 20 years of agency experience, Justine has led successful marketing communications and brand initiatives for Mozilla Firefox, Fairmont Hotels, Wells Fargo, Kaiser Permanente and Numi Tea. Her collaborative approach with both clients and internal creative teams simultaneously brings vision and order to the creative process.

As an award-winning designer, Justine joined Wang Hutner Design in 2002 and in 2003 followed Sue to help build Hutner Group. In 2007, Justine became one of the founders of Hutner Descollonges at age 31. Prior to this venture, she 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 working on national accounts including MCI, The Mills Corporation and Mednetrix.

Justine was recruited to be co-leader of a women’s business leadership circle (LeanIn.org) and has been active since 2015. She is also committed to the Slow Food movement and its eco-gastronomical benefits. 
Justine lives in Mill Valley with her husband and son, and runs, plays tennis, skis, and enjoys travels to far away continents.

Process Left Brain + Right Brain = Smart Design


This discovery phase consists of a deep dive into our clients’ products and services, to truly understand their vision. We then research the competitive landscape, determine the target audience, and gather any information that informs the project strategy.


Distilling the project insights, we then develop strategic positioning, expressed in the form of a visual vocabulary and high-level messaging. This positioning serves as a brand map, laying the foundation to effectively communicate the unique value proposition.


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


Once a client selects a concept direction, our energies are directed toward aligning form and function. We roll out the brand language to express that alignment from different vantage points and various consumer touch points. Thus the brand is born.