Daniel Herndon: Brand Strategist, Copywriter, & Creative Director

I am the founder and operator of HRNDN Brand Agency and the lead consultant. After running traditional agency teams for 20 years, I started HRNDN to offer a streamlined, strategy-first solution without the waste of ordinary agencies.

My experience includes economic development, consumer services, professional firms, higher education, and restaurant brands. Full-blown creative marketing campaigns are a team effort, and I've been lucky to work with some impressive creatives over the years. When I work with clients and creative teams, I bring leadership, expert-level brand strategy, copywriting, messaging, and creative direction. 

My specialty is developing crystal clear messaging that connects with regular people.

Capabilities

Creative Leadership

The following are samples of work I've produced over the years.

Over the course of 20 years, I've developed strategy, managed marketing, and produced brand creative. From the launch of my agency in 2006, I've built teams from the ground up, including contract and permanent staff. I worked with those teams to reimagine brands and drive business results.

As a hands-on creative, my emphasis has been on strategy and copywriting. However, my skills reach into design, web development, photography, media placement, analytics, and PR – and I love a good spreadsheet.

I produced the following campaigns as an executive, strategist, and creative director at my agency, which, through mergers, has operated under the names Redwall, MilesHerndon, and Matchbook.

Disclaimer: The copyrights are those of the owners, and the work product is shared here for portfolio purposes only. Reproduction is prohibited

Sample Work

Indiana Economic Development Corporation

As COO of Matchbook, I led the team that worked with IEDC to develop branding and marketing for LEAP Innovation Districts and expand on the Indiana For The Bold brand campaign.

ExactTarget, Salesforce: Content Marketing

As CEO of Redwall, I helped take on various content marketing campaigns, including some that were part of the rebrand from ExactTarget to Salesforce.

Fanimation: Brand Commercial

As CEO of Redwall, I worked with Fanimation to create a value proposition video ad for their creative product line.

Indiana529: Brand Commercial

As COO of Matchbook, I developed brand strategy, messaging, and design and marketing campaign assets for the college savings plan, Indiana529.

Connor Painting: Advertising Campaign

As COO of Matchbook, I led the development of a marketing campaign, including messaging, creative and sales execution for the commercial painting company.

Koch Air, Carrier: Brand Commercial

As CEO of Redwall, I developed a suite of brand marketing assets, including several video ads for the dealer network of Carrier brand heating and cooling products.

B&W: Brand Marketing Campaign

As COO of Matchbook, I led the development of B&W's brand campaign, shaped around the value proposition that makes them distinctive: being a friendly, smart, woman-led home services company.

Covance: Sales Enablement Marketing

As Principal of MilesHerndon, I led the development of sales enablement campaigns for Covance, promoting various service lines for the CRO as Labcorp was acquiring the business.

Garden Table: Brand Development

As principal of MilesHerndon, I led the development of the restaurant brand including identity, signage, menus and product packaging.

West Fork Whiskey: Brand Packaging

As COO of Matchbook, I led the development of a packaging design strategy complete with product identifying nomenclature.

Shape Wellness: Brand Development

As an independent new venture, I developed the brand identity, messaging, and website for the holistic health coaching and nutritional therapy practice, owned by my wife, Carrie Herndon.

Indiana Youth Services Association: Branding

As COO of Matchbook, I let the brand design of the youth services organization.

Gavel Curated Cafe: Brand & Experience Creation

I co-owned and operated the coffee and wine bistro, with my wife Carrie Herndon.

MilesHerndon: Brand and Experience Creation

I cofounded and owned the branding agency, MilesHerndon.

CCHA Law: Brand Development and Marketing

As Principal of MilesHerndon, I led the development of brand strategy, identity, and messaging for the leading law firm in its region of Hamilton County, IN.

Indiana Bankers Association: Brand Development

As COO of Matchbook, I led the development of brand identity and key messaging for the association for banks and banking professionals.

SMPS: Brand Strategy and Launch Campaign

As Principal of MilesHerndon, I co-led the development of a brand strategy, identity, and marketing campaign for the association focused on connecting and developing marketers in the architecture, engineering, and construction market.

NACCHO: National Public Health Website

As Principal of MilesHerndon, I led the development of a large-scale website that serves government functions and the needs of public health officials across the nation. Additional development was completed as part of Matchbook after it acquired MilesHerndon.

Karpinski: Brand Strategy and Launch Campaign

As Principal of MilesHerndon, I led the brand strategy and identity development for a large engineering firm in Cleveland, OH.

Patch Development: Brand Strategy Development

As COO of Matchbook, I led the development of brand identity, messaging, and creative for the real estate development firm in Indianapolis, IN

IU Path: Website and Brand Creative

As COO of Matchbook, I led the development of digital brand story, creative asset development, and large-scale website overhaul for IU School of Medicine's Department of Pathology.

EdChoice

As Principal of MilesHerndon, I worked with our strategy and creative team to develop a full scope rebrand and launch.

Radio Moves: Brand Campaign

As Principal of MilesHerndon, I worked with our strategy and creative team to develop a brand marketing campaign for a radio technology product.

Penn Street Tower

As CEO of Redwall, I lead the development of branding and key messaging for the standout apartment complex in downtown Indianapolis.