Meet the Person Behind the Process
Hey!
It’s nice to see you here.
I'm Scott Hofford (haw-ferd) - a husband, father of two, and the creator behind Iconoflage. After 14 years in graphic design, I found my calling in this research-driven illustrative branding approach that transforms brand stories into versatile visual assets.
15 Years in Design, A Lifetime of Drawing
I've been in graphic designer since 2010, but drawing since I can remember. My career has taken me through the full spectrum of design roles - from agencies like Revolution Design Group to in-house positions at companies like Will Leather Goods and Arcimoto. Of course, I’ve been freelancing throughout that time, even before I got my degree.
I've worked with brands you probably know - Nike, Chevrolet, Wrangler, Lee - across projects ranging from editorial illustration to packaging design. But what I discovered along the way was my true passion: the intersection of illustration and brand storytelling.
The turning point came from the realization that I’ve always been self-motivated with a desire to run my own business rather than working for someone else. I wanted to be a craftsman, not just another designer churning out work.
So, I chose to specialize in illustrative branding. Not many designers are natural illustrators, and even fewer combine that skill with deep brand research. I saw an opportunity to offer something unique - custom brand story artwork that scales across applications (ahem… also known as Iconoflage).
Why Brand Storytelling Matters to Me
I'm not one to follow fads or trends. I see too many companies today sanitize their brands into identical sans serif logos that all look the same. It's too safe. Where's the personality?
I believe brands should focus on what makes them unique rather than riding the next wave that comes and goes. Authentic brands that show their true colors create their own waves. While there's risk in being genuine, how else do you stand out from the (bland) noise?
Having an authentic brand narrative means being honest about imperfections - they're what make you approachable. Look at my artwork: I draw by hand, and there are imperfections. But those imperfections show that a human created it, and that attracts other humans.
While traditional logos distill everything into a single graphic, I love Iconoflage because I get to put brands under the microscope and reveal all the stories that make up their larger narrative. This approach of illustrative branding creates real connections through versatile visual assets.
Beyond the Studio
I'm an avid runner who learned early that showing up regularly and putting in the work - including pushing beyond your comfort zone - is where growth happens. You might not see results immediately, but you have to trust the process. That work ethic carries directly into my design approach.
I'm also a percussionist who played from grade school through high school and in the University of Oregon marching band drumline. In jazz band, I wasn't the showboat - I saw my role as providing a reliable foundation, keeping time (creatively), and setting up the band for the next big moments. That philosophy influences how I approach client work: I'm here to make your brand look great, not steal the spotlight.
I love puzzles, LEGOs, Formula 1, hard sci-fi, and music. I've always enjoyed figuring out how things fit together, finding patterns, and paying attention to details. While illustrative branding isn't as straightforward as 1+1=2, there are solutions you can discover through research, and I love sharing those findings through Iconoflage.
My Approach:
From Obsessed Research to Perfectly Imperfect Illustrations
I love learning about something new and sharing it with others.
Iconoflage is a way I get to do that.
The research process energizes me because it's an opportunity to learn something new. I take detailed notes, organize the information, look for the connections, and figure out how to draw lines between everything while including the brand's audience.
From discovering the brand’s history - when they started, why they started - to how they got to where they are today - key pivot points, successes, and stories that define their journey - are fascinating and worth sharing with their audience through Iconoflage.
My approach to creating a design is born from my obsession with the approachability of the organic. I usually create Iconoflage by hand instead of using perfect geometric shapes. This avoids the sterilization that often happens in the digital realm. Think of my work as perfectly imperfect with its hand-drawn aesthetic.
It's the imperfections that give it an approachable personality. While this style isn't appropriate for every application, for companies that want people - their team members and/or audience - to see their brand and think "I can easily connect with that" - that's what I aim for.
Ready to Connect?
Whether it's about a potential project, running, or something else entirely, I'd love to connect with you.