Noah Hummel
Creative Director
Born: South Dakota
Graduated: South Dakota State University, B.S. in Graphic Design
Tell me about your past experience and how it helps you in your current position with Rally Cap?
My prior experience was with a small design firm. Clients came not knowing exactly what they wanted, so working with them to develop solutions definitely helps in this role, as Rally Cap does much the same thing. In some cases, clients come to Rally Cap with a predetermined brand, and our job is to help them develop solutions within those boundaries. Other times clients want us to either develop a brand or redesign an entire look for them, so having experience in both of those realms really helps. I also had a chance to work on several different platforms and media in my prior work, so that gives us a lot of flexibility.
What is unique about Rally Cap?
Everything. With our expertise, we’re able to offer a lot of different services. The fact that we’re experienced in a wide variety of areas makes us a valuable resource. Clients might have to go to three or four different firms to find the same services we offer under one roof. That continuity is valuable for clients.
What’s you favorite thing about the education industry?
I’m relatively new to it, so learning about it is fun for me. That helps our clients because I bring a fresh perspective. I’ve also gone through the college selection process myself, and since I’m a bit younger than the other Rally Cap team members, I feel connected to the students.
Favorite movie?
Stand By Me. Something about the adventure of the story drew me in. When I saw it for the first time I was roughly the same age as the characters, so I identified with it.
Favorite band or musician?
Counting Crows. I’m kind of drawn to sad, kind of darker music. Ever since their first album, I’ve just been a big fan.
Favorite thing to do?
Sports…lately it’s golf. But sports in general. I love to compete, hate to lose. I also like to be outdoors. Camping, hiking, that kind of stuff.
Favorite book?
Lord of the Flies.
Favorite food?
Snow crab. Pizza is a close second.
Dogs or cats?
Dogs, definitely. Dogs are more lovable and you can do things with them. Cats…not so much.
Key to success with marketing materials?
Understanding your target market and focusing in on them and what you are trying to accomplish. As an example, pieces for dependent students should communicate to students but also parents. Their parents play a huge role in the decision, so balancing a look that appeals to students but also gives parents a sense of credibility and trust is important. A lot of the stuff I’ve seen in the industry is geared specifically toward students, sometimes to a fault.
How would you describe the “look” of the materials that Rally Cap develops?
Balanced. It’s appealing to students, yet it also conveys credibility and reliability, which is important for schools.
Why did you make the change to Rally Cap?
I couldn’t think of one reason not to. It was a really attractive opportunity. Getting in on the ground floor in an industry that I felt good about. Mike and Tim and Troy have a proven track record, so when they made the jump to providing creative services, I was all over it. It seemed like a great fit. I also like the people I work with…and in my experience, working with people you like seems to generate better results.