Hey, What’s the HOLLAR?!
Creative Leader, Artful Storyteller. My name is Herbie Hollar, and I am a seasoned and versatile marketing communications professional in famously hot Columbia, SC. I bring a wide range of marketing communications intelligence and capabilities to all of my projects, backed with years of experience as an award-winning* art director and creative leader for both agency and in-house shops. I’ve been described as an entrepreneurial creative thinker: I can take a small budget and stretch it with innovative concepts that have legs. I look for the unexpected and see how it can be leveraged to generate stories that truly stand out.
I believe in storytelling that gets attention. Not actually shouting, but by engaging the viewer, creating an emotional connection, and generating a response: either a direct action, or—sometimes even better—a lasting impression (often called top-of-mind awareness, but that sounds too buzzwordy).
I specialize in edtech, identity, branding and direct marketing. My latest gig was Creative Director at Softdocs, a maker of software for K-12 and Higher Education, where I transformed the look of a small software company into a much larger looking one, through stages that first, basically, wiped the slate clean and then advanced the brand more and more.
I cut my agency teeth at Chernoff Newman, where I was a Senior Art Director for about 10 years. Among the many hats I wore here, one was being the art director that helped define and launch the SC Department of Agriculture’s first campaign to promote SC produce and products, Certified SC Grown. I worked closely with the writer and creative director to develop the big idea and look for this new brand and its multi-million dollar campaign that spanned media from print campaigns to broadcast TV to interactive to actors dressed up as fruits and vegetables rallying in the streets. I also got to work on smaller but still meaningful projects for the community.
And before that, I learned the in-house corporate communications world as a Senior Art Director at BlueCross BlueShield South Carolina. My work encompassed annual reports, hand-painted posters, long format brochures, and even tags for jeans and fedoras.
And even before that, I freelanced for the agency I would eventual join, as well as numerous small businesses doing everything from logos and identity to motion graphics, videography, copy writing and outdoor adverting.
If you would like to know more, please check out my résumé or give me a holla’.
*ADDYs and other awards from AIGA, PRSA, IABC—all the letters