How a Simple Logo at Six Flags Sparked a Lifelong Passion for Purposeful Design

At Hatfield Creative, we believe great design isn’t just about how something looks — it’s about what it means. Every logo, every color choice, every typeface should tell a story with intention. That philosophy began long before Hatfield Creative existed — with an unexpected challenge that changed the course of my career.

In 2012, I wasn’t working in a studio or pitching clients. I was a Loss Prevention Supervisor at Six Flags, focused on protecting assets, and ensuring the park ran smoothly behind the scenes. The job demanded sharp observation, attention to detail, and calm under pressure — the kind of precision that would later become essential in design.

One afternoon, the park president pulled me aside. He’d heard that I was a graphic designer on the side and said,

“Our security department could use a new identity. Think you can come up with something?”

No creative brief. No style guide. Just a challenge — and trust.

I was equal parts excited and intimidated. But I dove in. I studied what the department represented: safety, trust, teamwork. I began translating those values into the design process. I wanted the logo to look and feel strong and enduring.

When the design was finalized, the logo rolled out across Six Flags New England. Then came the surprise: it was soon adopted across all Six Flags locations nationwide. Thousands of employees wore that logo on their uniforms — a small but powerful emblem of pride and unity.

That moment changed everything for me. I realized that design, when done with purpose, could move people — it could mean something. It wasn’t just a logo; it was identity, belonging, and emotion distilled into a single visual.

It also reinforced a belief that still shapes my approach today at Hatfield Creative:

A great logo doesn’t just look good — it connects. It unifies people, builds recognition, and helps others take pride in what they represent.

That early Six Flags project taught me that design, when done with purpose, can have a lasting impact far beyond what we imagine.