Design has the power to

Create Brands

from the ground up

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Design has the power to

Elevate Brands

into a new tier

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Design has the power to

Make a Splash

in your aisle

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Design has the power to

Create an

Innovative Identity

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Design has the power to


the category

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Design has the power to



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Design has the power to


Taste and Health

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Design has the power to


the Everyday

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Humancentric brands
create the most meaningful connections

At HMS, we believe that design and design thinking that drives meaningful change for brands,
consumers, culture and the creative world by creating humancentric solutions that deepen the
relationship between people and their brands.









What Sets Us Apart

As a boutique agency, we are able to offer our clients direct access to world-class expertise without
complex organizational models to navigate. Due to our size and global partnership model we are
nimble, proactive, unexpected, efficient and cost-effective: everything the large agencies can’t be.
We are results driven; your success is our success. To us, it’s that simple.



Our Team


Small is the new big. We are efficient, agile and focused. No hierarchy, no politics, no layers to navigate. A smart, fun group of strategically creative people who collaborate daily to bring meaningful results to your business. We draw from our range of experiences, connections, intellectual curiosity and passion for creating strategic, imaginative, holistic approaches to solving brand challenges.
At HMS, you get the benefit of working with a seasoned team whose range of expertise encompasses everything from ethnography in developing countries to focus groups at our dining room tables, from creating design for leading global brands to regional hometown hero brands, from working with a world-famous tattoo artist on the West Coast to painting proprietary watercolors for our clients in our studio.
We’ve done this before, and we want to work with you to create an enduring relationship that creates value for both of us. From brand development to its realization in guidelines, we create compelling brand expressions with your consumer first in mind.
Drop us a line. We’d love to make some magic with you.
Hugh Montgomery

Principal & Executive Creative Director

Creativity is in Hugh's DNA. His great grandfather was a bank note engraver; his father was trained in architecture, and in his retirement, became a plate designer (Ms. Barbara Streisand is a proud owner of his art). Hugh’s passion for fine art and personal appreciation of aesthetic minimalism can be attributed to his family tree. As a young designer, Hugh had the privilege of working with industry icons Milton Glaser and Seymour Chwast. From these design legends, he learned the importance of strategic design discipline and gained a reverence for the power of typography.

Hugh founded HMSDesign in 1992. With over 30 years of experience in the field of strategic branding and design, he is renowned for passing on the same traditions of craftsmanship and design discipline to young designers that his own formative years were steeped in. Hugh continues to deliver work that balances his meticulous attention to detail with his mastery of broad strategic vision for brands and clients. This rare talent has driven HMSDesign’s success and reputation for the past 25 years.

Hugh Montgomery

Hugh Montgomery

Chief Executive Officer

As CEO of HMSD, Elle partners closely with Hugh to broaden the company’s portfolio of business and expand into the future. She has brought a different level of strategic insight to the organization and leads the complexities of strategic and design initiatives, including Blue Diamond Growers portfolio, Hood portfolio, Hain Celestial and Strength of Nature haircare portfolio. Elle’s presence expands the firm’s capabilities with her global expertise and new business acumen.

Prior to her leadership at HMS, Elle was most recently President of the Americas for New York based Elmwood Design, an international design agency. Elle gained her extensive global acumen while serving as the Vice President and Managing Director of Key Global Accounts at LPK, the world’s largest independent brand design agency. Over the course of 15 years at LPK, Elle spearheaded some of the world’s most beloved brands on a global leadership level, including Pantene, Herbal Essences, Head & Shoulders, Clairol Color, Koleston Color, Always, Gillette, and Olay.

Elle Morris

Kelly Glotzer

VP Client Services

For 17 years, Kelly has partnered with notable global and national client teams to deliver best-in-class strategic brand design solutions. Since joining HMSDesign in May 2016, she has brought forward her experience in shopper marketing, brand strategy & package design to help position new product launches for Heineken, Bigelow Tea, Treo Brands and FlapJacked, as well as identify white space opportunities to redesign packaging graphics for Deep River Snacks, good2grow, Hampton Farms and HP Hood.

Prior to joining HMSDesign, Kelly was Senior Client Director at CBX, a New York based brand design agency, where she led cross-functional agency teams in key client engagements for PepsiCo and Procter and Gamble’s The Art of Shaving portfolio. She also led Brand Design Architecture initiatives for Snapple, 7UP and Schweppes brands. Prior to her role at CBX, Kelly was Senior Client Manager at Spring Design Partners, a New York based brand design agency, working with Bacardi Global Brands on the global redesign of Dewar’s and Molson Coors Canada on the redesign of Molson Export.

Kelly Glotzer

Callie Sullivan

VP of Marketing

Callie brings a high level of sales process expertise as well as a razor sharp editing ability which benefits not only our company – but our clients as well. Whether working with big names or small startups, Callie loves to watch HMSDesign’s work sell products.

Prior to HMSDesign, Callie worked at Westwood Press, Inc. an educational publisher where she was Sales Director for 17 years. She was also VP of Sales at CCG Group, a sales and management consulting firm, and director of New Business Development at Einstein and Sandom, an interactive advertising agency.

Callie is a mother of 3 teenagers who stays sane by gardening, reading and practicing yoga. Wine tasting is also one of her therapies.

Callie Sullivan