Chances are you haven't had the opportunity to meet Jackie Hawks.
But as a member of the Wyoming Athletics staff her work is as visible as anyone in the department. Her influence is everywhere.
A very engaging young woman, Jackie is the Director of Graphic Design for UW Athletics. Along with her assistant Tyler Wollenburg and two student assistants, they make riding for the brand come alive.
She and Tyler play a huge role in shaping what you see graphically when it comes to the Cowboys and Cowgirls. Whether its posters or schedule cards, programs, television ads, or in-venue wall art on the physical side, or graphics for recruiting and in-game posts on the digital side, Jackie's creativity is there. Every department, and every sports program depends on the Graphic Design unit for the "look".
Not only does she and Tyler work with each sport, but they collaborate with the areas of Creative Services (video), the Cowboy Joe Club, Digital Strategy, Marketing and Branding, Media Relations, and Wyoming Sports Properties to promote and place Wyoming athletics in the best possible light. "It's a group of talented people, and Wyoming is fortunate to have them," Jackie says.
Wyoming is fortunate to have her!
"We all play a big part in shaping what the fans see," says Jackie, who is in her sixth year here. "Wyoming has a very specific brand, and it's not in any way formal. It's rough and tough, in your face. Our job is to take that and keep it new, keep it fresh. Each year we start with a look and make it specific to each sport.
"Our goal is to get our fans excited by promoting Wyoming and our student-athletes, and making them look their best. It's a lot of fun. Coming up with new ways to do that is a challenge. It certainly gives me anxiety at times," she laughs.
In her business, she has to be open to differing opinions. "I'm always happy to accept criticism, to hear the ideas of others," she says. "That's how you grow your style. Not everyone is going to love everything we do. We understand that, but I think they know we are trying our best to help their area or their program."
At a young age, Jackie was interested in the visual. She was always drawing or painting as a child. She loved those mediums, and it was eighth grade when she discovered Photo Shop, and the world of graphic design. She took as many graphic design classes as she could in high school, and her professional direction was established.
Jackie was an All-American swimmer during her collegiate days at Colorado Mesa University (Grand Junction). She and her twin sister, Jordan, were very successful backstrokers. "Our mother put us in competitive swimming at a very young age, and it turned out to be a very good thing for both of us. It was very special to be a student-athlete." Jordan is in the creative world as well as a marketing specialist.
Having been a collegiate athlete has certainly helped her when working with Wyoming's sports programs especially with recruiting strategies. It has definitely given her a feel for what interests prospective athletes.
"Recruiting is half of what we do," Jackie says. "It's challenging to keep up with all the schools who are searching for the same athletes. We've got to make sure we are keeping pace with everyone. We all know how important recruiting is, and as far as what we do, it is ever-changing. When I first came here football utilized graphic design more than most of the other sports. Everyone is into it now, and realize how we can help them."
Jackie began at Wyoming as a graduate assistant. She came here with her boyfriend (now husband), Travis who is a manager for business development with Wyoming Sports Properties, the sales arm of the athletics department.
"I was an in-house designer for an insurance company in Helena, Mont., and Travis was working in minor league baseball," Jackie says. "I enjoyed helping him and the team with graphics on the side. Travis got his job here, and I was fortunate enough to get the GA position in graphic design. The more I worked with it, the more I loved it. I found that being in a corporation was too specific. In athletics we touch everything, and it's a rapidly growing profession. Universities now offer degrees in sports graphic design.
When I got here there was only one position in the graphics area. In fact, I was hired as the first full-time assistant. It's an area that is constantly growing, and I would imagine we will probably be hiring more designers in the future."
Jackie really enjoys the uniqueness of Wyoming's brand. "Our colors and marks are iconic. We don't have to worry about ever changing the brand. You wouldn't want to mess with the bucking horse and rider, it's the best. The color scheme can be a challenge at times, but our colors are beautiful because they stand out from all the blues and reds you see in athletics. We have to push our design principles sometimes but that's what makes it so much fun."
What's been her favorite project? "Well, I always enjoy the old-school printing projects. It's cool to walk into a restaurant and see a schedule poster that we designed hanging on the wall. But the coolest project for me was redesigning the basketball floor in the Arena-Auditorium. That was such a fun project.
"Our two biggest challenges are keeping things fresh without being redundant, and making sure we give love to everyone. We want to showcase all of our programs, from our sports to the Cowboy Joe Club, Trademarks and Licensing, and even coordinating with JD (Equipment Manager Jordan). "Fans want new versions but always want to stay under the Wyoming umbrella."
Jackie and her staff grab inspiration from many different things. "I'm never sure where it's going to come from. This year, for instance, I was listening to 80's music, and that turned out be the vibe I used."
That was music to my ears. I love 80's music! I'm extremely impressed with the talented people involved in making Wyoming's brand look good, while being new and fresh every day. What a challenge. All of our creative folks are up to the challenge. Jackie most especially is.
