HOBO DESIGN CO LLC
Tyler Hoebelheinrich
Minneapolis MN

Network:Design, Creative Direction, Brand Strategy

Design without a reason is just decoration. A great idea poorly executed gets ignored. My work starts with understanding what a brand is, who it’s for, and what it actually needs to say, then relentlessly iterating to find a solution that is as beautiful as it is effective. 

BluDot has some of the most beautifully designed retail show rooms in the industry. For the opening of their new location in the Upper East Side in New York City they needed a bold, but elegant, exterior graphic to announce their presence. After many iterations we finally landed on this execution that adorns the building to this day. 
One of the most interesting responsibilities I had at BluDot was creating these interior design compositions for the seasonal catalog. Initially these were to be used as a simple reference for the pagination of the catalog, but they were so well recieved that they ended up as the blueprint for the product photgraphy for the season. 
There is always a need for digital marketing assets, but as with everything BluDot does, they are held to a higher standard. These clean minimalist designs emphasize the craft and detail of the product in a playful yet sophisticated way. 

Blu Dot

Design, Art Direction

Less is more (difficult)

At Blu Dot I executed projects across the full brand ecosystem: 3D-modeled vignettes for catalog photography, window displays for retail locations including their NYC location, campaign creative for email and paid media, social direction, and identity work for their delivery service.

Collaborators:
Nick Smasal
Stuart Flake
Nikki Norberg
Ali Babineau

    Sitka Impact Report

    Design Direction / Campaign

    This report shines a bright light on a diverse portfolio of partners representing grassroots efforts to national conservation initiatives.

    These organizations are leading critical work in ecosystem restoration, education, access, and wildlife conservation.  
     

    Collaborators:
    Lindsay Davis
    Mark Bartling
    Gavin Duecker


      In addition to the retail launch campaign I also aided in the design of Sitka’s growing number of retail locations. I led the environmental design, wayfinding, fixture signage, packaging, exterior graphics, and numerous other aspects of the rollout. 

      Sitka Retail Rollout

      Design Direction / Retail Design

      As Sitka expanded their retail footprint, I designed the in-store environment to match the precision of their product — from fixture design to spatial layout to the standards that keep every location consistent.

      Collaborators:
      Mark Bartling
      Gavin Duecker
      Hayden Hyde
      Morgan DeBrincat

        Sitka Everyday Collection

        Design Direction / Campaign

        When hunters aren’t hunting they still need great gear, just gear expertly designed for a different kind of pursuit.  

        Collaborators:
        Mark Bartling
        Hayden Hyde
        Gavin Duecker


          Sitka Fishing Collection

          Design Direction / Campaign

          After decades as a leader in hunting apparel, Sitka took the pursuit to water. The launch of their new line of Gore-Tex® equipped premium fishing products needed a launch aesthetic that matched the care and craft that went into the development of the product itself. Confident, subdued, sleek and minimal.

          Collaborators:
          Dean Ferrari
          Freddy Trampe
          Morgan DeBrincat


            BFGoodrich


            Campaign / Brand Strategy

            To mark BFGoodrich's 150th anniversary, the team at SixSpeed and I developed a campaign celebrating the brand's deep roots in motorsport. The work focused less on nostalgia and more on legacy through innovation, highlighting the role BFGoodrich has played in shaping performance culture over generations.

            Collaborators:
            Laura Nelli
            Grant Parsons
            Paul Shively




            MTX Audio


            Brand Strategy / Brand Identity / Campaign

            MTX Audio came to SixSpeed looking to modernize a brand that hadn't meaningfully changed since the 1980s. Known for its role in bass culture, Pimp My Ride, and high-performance audio systems, MTX needed a reset that honored its legacy while speaking to a new generation. We redefined their brand strategy, updated the visual identity, and launched a voice that felt bold, current, and unmistakably MTX.

            Collaborators:
            Laura Nelli
            Grant Parsons
            Nick Spaeth



            Schwinn

            Campaign


            Schwinn came to SixSpeed to launch the Krate EVO, a kids' bike built for speed and confidence. The challenge was evolving the brand beyond nostalgia and making it relevant for modern families. We focused on joy, anticipation, and the magic of a holiday unboxing, creating a campaign that spoke directly to kids while tapping into parents' and grandparents' memories of growing up with Schwinn.

            Collaborators:
            Laura Nelli
            Paul Shively 

            Irene Fernando

            Campaign / Brand Identity

            Irene Fernando is a Minneapolis-based public servant focused on engaging young people and communities of color in local government. The campaign identity reflects her energy, optimism, and forward momentum, designed to feel contemporary, and rooted in the community she serves.
            Select Project:
            Blu DotSitka GearBFGoodrichMTX AudioSchwinnVote Irene