Hofen
Creative advisory for brands outgrowing their first story.
I’m Thierry. I’ve led creative at Nike, Cash App, Twitter, Wealthsimple, and Chime across fintech, sport, and culture. Now I work with founders, CMOs, and creative leaders who need their brand to catch up to the scale of the business. I help companies define what they mean, how they show up, and why people should care, across strategy, creative direction, identity systems, campaigns, and branded content. The vision, the taste, and the creative pressure to make the brand sharper.
Why
Most brands don’t have a creative problem. They have a clarity problem. They’ve grown past the story they started with, but the next one hasn’t been written yet. The product is stronger than the perception. The company is moving faster than the brand. The ambition is bigger than the expression.
Now
- Advising brands at the moment between product-market fit and cultural relevance.
Previously
- FIGS — SVP Creative (Advisory).
Services
Brand Strategy & Positioning
What does this brand actually mean? Positioning, creative platforms, and the strategic POV that turns a company into a point of view.
Identity & Visual Systems
The language, the look, the architecture. Everything that makes someone recognize your brand before they read your name. Built to scale without losing its soul.
Creative Direction & Culture
Campaigns, branded content, talent strategy, art direction. Brands don't earn cultural relevance by showing up. They earn it by knowing where to show up, who to show up with, and when to shut up.
Creative Org & Leadership
Who to hire, how to structure the team, what the roles should be. Most companies build their creative org by accident. I help them build it on purpose.
Experience
Led end-to-end creative vision during rapid scaling. Defined brand identity through integrated campaigns and partnerships. Owned creative for GTM, performance, brand and product marketing.
Led brand creative, growth campaigns, and 3D content. Connected brand and product strategy while fostering cultural positioning around money and music.
Executive creative lead for fintech brand. Managed 25+ person in-house studio. Defined mission, visual identity, and creative direction supporting growth from $14B to $25B valuation.
Led 90+ person global creative studio. Oversaw brand design, social, editorial, and video. Managed the "Imperfect, by Design" refresh and 3D identity system. Directed cultural campaigns including BLM and COVID responses.
Creative lead for global brand content across Air Max, AJ11, Joyride, PG4, and Jordan lifestyle — overseeing photography, video, and creative direction. Led the new photography and production model for Nike Icon Studios LA. Supported digital transformation toward Nike.com and the Nike app platform. Nominated for the "Just Do It" award.
Creative lead for luxury, beauty, and sport clients including YSL, Lancôme, L'Oréal, and Adidas. Directed photo-driven campaigns and e-commerce experiences.
Led creative for Nike Training Club app evolution. Directed UX, content, and visual design. Achieved #1 fitness app in 23 countries with 15M+ downloads and Apple Editors' Choice.
Contact
Accepting advisory retainers for 2026 →