Office employees discuss and brainstorm a project.

Jeffrey Hertzler

Associate Principal

Jeff is a Southern California native who has a passion for all facets of design and composition. As an associate principal and design director, he works through all stages of the creative process with a keen interest in quality materials, creative fabrication techniques, and specialty elements that engage users in new and relevant ways. He brings his expertise in psychology, wayfinding strategies, and brand development along with years of experience in graphic design to create user-focused solutions, innovative spaces, and stimulating experiences that inspire creativity, engagement, and connection. Jeff joined the RSM Design team in 2011 and has had the opportunity to work on over 150 projects across the U.S. and in 15 countries around the world.


Point Loma Nazarene University, BA, Industrial Organizational Psychology Minor Graphic Design


Speaking, publications & abstract topics


Branding and Logo Design

Project Visioning

Wayfinding Theory and Design

Concept Design / Fabrication

Specialty and Placemaking Elements

3D Rendering and Presentation

Project Management



Recent Work.

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