Brand & Environmental Design Portfolio - Jacob Hilsabeck
I'm a visual designer and brand strategist based in Rochester, MN with 7+ years at Woodway USA, a premium fitness equipment manufacturer. I've spent my career operating as the sole creative lead in a lean team — which has meant owning every project from initial concept through final production, and occasionally deciding what the project should be in the first place. This page collects work across environmental and trade show design, brand systems, print, and video content production.
Trade Show & Environmental Design
Large-format visual assets designed for Woodway's presence at international trade shows including HFA, FIBO, and AUSA. All assets designed to spec and coordinated directly with fabrication vendors to ensure production fidelity across every surface.
A 5’ x 8’ portion of a wall for AUSA 2025
Trade Show assets designed for HFA 2025
Swag giveaway featuring the badge I designed to celebrate the 50th anniversary of Woodway
This design will spread a 7m x 3m wall at FIBO in Cologne Germany, April 2026.
Brand System
A full brand system overhaul originated without a formal brief — developed after identifying a misalignment between Woodway's premium market position and its existing visual identity. Delivered a refined logo, updated color system, new typography, and an imagery philosophy that shifted the brand from sterile product photography toward photojournalistic storytelling.
I rounded the corners and modified the W to resemble the tape at the finish line of a race
In Use
Used as a screensaver on a new product, this image shows the early days of our transition to our current branding strategy. This was before the new logo was developed and approved but shows updated typography and transition to lifestyle photography as the main visual driver.
A design to be used for our social media sites. Again, highlighting the use of textures (our brand mottos subtly overlaying the image), the use of lifestyle imagery showing our products in use, and the updated Woodway Emblem.
Print & Catalogue
18-page motorized product line catalogue. Full layout, visual asset, color, and branding ownership. Launched at HFA 2025.
