Scott Heigelmann is an internationally acclaimed creative director, designer, visual artist, and brand strategy consultant. His work explores the intersection of design, technology, inclusion, and visual cognition. He is the Creative Director of Big Night Entertainment Group (BNEG), and a founding partner of Big Mind Creative Group (BMCG), a global design consultancy that fuses intelligent design, adaptive branding, and advanced media to create radically inclusive visual identity systems and brand experiences.

A Rubin Scholar, Heigelmann graduated with a BFA in Design from Montserrat College of Art, and completed his senior residence in Advanced Visual Studies at the Massachusetts Institute of Technology. Heigelmann continued his design education at Harvard University, where he is a Sert Council member at the Harvard Graduate School of Design.

Heigelmann's executive thesis establishes the principles of Adaptive Branding, wherein he demonstrates that flexible, dynamic, "living" brand identity systems provide maximum organic stability, and that static identity systems are no longer agile enough to perform in today's media environments.

Prior to co-founding BMCG, Heigelmann served for six years as principal creative director at Oracle, leading its Media Products Group in the design and branding of high-profile media products for Fortune 500 clients worldwide.

Heigelmann is a 40 Under 40 award winner, a certified Cannes Lions masterclass alumnus, and an AIGA Design Leader. He is also a voting member of the GRAMMYs, a founding member of the Statue of Liberty Museum at Ellis Island, a panel judge of the MITX Awards, and a fellow at MoMA in New York City.

Past projects include brand strategy, creative direction, design, visual identities, naming, and advanced media for believers such as CBS, Oracle, Ducati, The Grand, Mémoire at Encore Boston Harbor, Y-3, Kennedy School, Explorateur, Yale New Haven Health, The Kraft Group, YMCA, Shrine, MGM Grand, Foxwoods, and a robust roster of commercial and cultural entities that embrace the power and inclusivity of design.

Heigelmann’s latest publications, “Radically Inclusive Design” and “Laws of Adaptive Branding,” will be released in 2019 by Harvard Square Research.

Recent Projects/

CBS Sporting Club
Creative Direction, Design

Kennedy School
Branding and Identity Design

Mémoire @ Encore
Creative Direction, Design

Mystique @ Encore
Creative Direction, Design

Guy Fieri's Tequila Cocina
Creative Direction, Design

Oracle Open World
Adaptive Branding

The Grand
Creative Direction, Design

Creative Direction, Design

Yellow Claw
Appearance/Tour Packaging

Summer Hearts (NBC)
Creative Direction, Design

Boston Capital Consultants
Branding and Identity Design

Crossroads School
Branding and Identity Design

Steve Aoki
Appearance/Tour Packaging

Past Projects/

1876 Capital

Alliant Partners

Americano Espresso

Ampersand Group

Boston Public Schools




Citi Center

Crossroads School


Foxwoods Resort Casino

Goldman Sachs

Harvard Square Research

Kanye West

Kennedy School

Kraft Group


Mercato by Fabio Viviani

MGM Grand



Palm Ventures

SLS Dubai


Steve Aoki



W Hotels

Yale New Haven Health



Laws of Adaptive Branding
Harvard Square Research (2019)

Radically Inclusive Design
Harvard Square Research (2019)

The Adaptive Brand
Harvard Square Research (2018)

Design x Inclusion
Harvard Square Research (2017)

Design Intelligence Part 3
Harvard Square Research (2016)

Design Intelligence Part 2
Harvard Square Research (2016)

Design Intelligence Part 1
Harvard Square Research (2016)