◘ Recreation by Zach Bates
Measure twice, cut once.
3, 2, 1… Let’s jam!
Designing memorable brand experiences that nurture unforgettable business.
I bring over a decade of strategic design and specialized branding experience to the table, having worked with hundreds of professional clients, some even before receiving my Bachelor’s in Graphic Design from The Art Institute of Phoenix. I’ve led teams as a Creative Director in the tech and apparel industries, in addition to having an extensive background Art Directing design and marketing teams at creative agencies; crafting brands, developing standards, and strategically telling the stories of brands you’ve likely heard of.
Over time, I’ve developed a keen understanding of why good design resonates—or why bad design fails. Witnessing poor scriptwriting in marketing has further shaped my approach: I only release the best possible solutions, limiting mediocre experiences and creating relevant ones that leave lasting impressions. I’ve always had an eye for detail, taking on quality assurance duties wherever I go. Some may call it perfectionism, but I view it as having a high set of standards. Because of this, the work I do is anything but remedial. You don’t remediate your way to excellence, and neither do I.
I currently lead the charge as the Co-Founder & Creative Director of Holdswell, a brand and film creative co-op studio. Aside from an interest in all things design and direction, I’m also a copywriter, photographer, and songwriter. Catch a preview of my post-rock outfit and nod your head along while you write to me.
Principles
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Honesty and clarity keep me moving. I value direct conversation, open feedback, and forward motion—so ideas don’t stall, they evolve.
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Great work happens when everyone’s aligned. I give my all, stay curious, and collaborate with intent—always aiming for outcomes that move the whole forward.
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I question the expected and look for what others might overlook. Pushing past comfort zones is how I find ideas worth uncovering.
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I don’t chase attention—I pursue impact. I focus on what matters most: work that connects, teaches, and lasts longer than a scroll.
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Innovation starts with permission—to try, to fail, to refine. I trust instinct and insight over consensus, knowing progress rarely comes from playing it safe.
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Every project is an opportunity to grow. I take what I’ve learned, apply it better, and help others level up their game. Standards only rise when you keep reaching.
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Partnerships matter. I invest in relationships, treat clients like teammates, and offer my hands where they’re needed most—so the work feels personal, not transactional.
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Simplicity builds understanding. I strip away noise, distill ideas, and make sure what’s said—and shown—lands clean and true.
From thought to practice
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Where process meets purpose
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From thought to practice • Where process meets purpose •
Approach
My process applies across all of the work I do because it’s constantly progressing to better serve the people I partner with. Through collaborative efforts, the people I work with are able to assist in ideas evolving over time, which influences my ability to create more meaningful and well thought out work. I've created work for hundreds of companies across industries and size, but some of my favorites are in hospitality—coffee shops, breweries, and any business that allow me to help lay the foundation for their brand to better sustain the test of time.
Philosophy
I was once asked, 'What makes a brand?' My response: Much like culture, a brand isn't easily defined by flashy words, descriptive features, or even tangible things. It's built through lived experiences, the value it provides, and its reputation. A brand is a result of every individual's experience with it. A strong brand has many legs—the challenge is determining which to stand on at any given moment while developing others to shine in the right context or at the right touchpoint. I’ve been told that the value I offer is the deeper strategic thinking that ties everything back to an overarching vision. I value working with people who are as passionate about their product, service, or brand as I am about bringing it to life.
Perspective
My approach allows me to step into my clients’ world and experience their brand from the inside to learn from them. This perspective helps me understand it as an employee might—those typically closest to it. It enables me to offer an honest assessment and fresh perspective without the constraints of internal hierarchy. There's something special that happens when serving people by taking the time to truly listen to them and understand their goals and pain points. This allows me to identify misalignments, refocus perspectives, and create meaningful objectives. My value extends beyond visual communication—I challenge my partners to dare to dream and push their business further. This intentional, strategic approach reflects the level of care I address all of my work with.