Female-Owned Design Firm SnapDragon Launches

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Female-Owned Design Firm SnapDragon Launches


SnapDragon, a global brand design firm, has been created with Elle Morris’ acquisition of HMSDesign in Fairfield, Connecticut.

Morris, most recently the CEO of HMSDesign, with a career of more than 20 years in design and brand strategy, leads SnapDragon as president and CEO. Morris is supported by a primarily female leadership team, which is unique in the creative business. 

SnapDragon’s business model is focused on transparency in process, strategy, pricing and design leadership, supported by a team of highly specialized professionals and global partnerships in Europe, Asia, the Middle East, Canada and Mexico, in order to provide varied cultural perspectives.

Beyond the capabilities of a traditional design consultancy, SnapDragon has added capabilities in digital design and retail design for clients that require a more holistic view of their brand, in addition to brand strategy, package design and identity development.

Elle Morris and minority investors have acquired former package design agency HMSDesign’s assets from Hugh Montgomery. 

Montgomery tirelessly built the business over the past three decades. His firm amassed a portfolio of CPG brands primarily in food and beverage over the years. 

Elle Morris was named CEO of HMSDesign in 2017 and has steadily grown and diversified the firm’s client base in CPG, while focusing on transforming HMS from a package design agency to an inventive global brand design consultancy. 

As a result, SnapDragon is now the agency of record for Blue Diamond Almond Breeze and is HP Hood’s lead strategy and design agency. Other SnapDragon clients include: 

  • Sargento
  • Henkel
  • Hain Celestial
  • Colgate-Palmolive
  • good2grow Kids Beverages
  • Reily Foods
  • Strength of Nature Haircare

Morris will rely on her seasoned leadership team to continue to bring SnapDragon’s vision to life: 

  • Kelly Glotzer, vice president, client services
  • Jennifer Murtell, vice president of strategy
  • Tina Kunkel, client strategy director
  • Joe DiMeo, creative director 
  • Ben Jura, associate creative director

“SnapDragons are the truth-tellers of flowers and can survive in tough terrain – which is powerful given the challenges of today’s business landscape, where transparency and honesty are a necessity; and innovation to drive brand growth is in high demand,” Morris said in a media release. “Our team has been strategically selected for their experiences, understanding of diversity and cultural imperatives; and for their relationships around the globe, as much as for their talent and know-how.”