The Winnow Team


With our process of distinguishing and analyzing, we “winnow” through brand research, positioning and messaging, to discover the best you have to offer and make sure it gets noticed. Winnow Creative understands that the strength of a professional service organization’s brand is attributable to its people. These businesses can only fully exploit that strength when they have a clear and relevant system for aligning their messages and connecting with their key audience. Our team can help you shape and strengthen your brand to give you a distinctive presence and set your business apart.

Managing Partner

Steve McCulloch

Steve serves as the managing principal of Winnow Creative. Steve has a passion for developing strategies and creating design that cleanly delivers a clear message and drives results. His expertise in brand strategy has enabled businesses to move to new levels in market awareness and business growth. His key responsibilities include oversight of the creative team, new business development, and the strategic vision of the firm. Steve has been in the field for over 30 years and graduated with a BFA in Communication Arts from East Carolina University.

Steve’s passion for design is only rivaled by his commitment to his community and helping to improve the lives of others. He currently serves on the Board of Directors at Habitat for Humanity of Wake County and also spends countless hours as a house leader, working with volunteers to build homes for incredible families.

Beth Greene

As a partner at Winnow Creative, Beth has led the creation of branding initiatives including positioning, naming, logo design and identity systems, publications, web design, annual reports, environmental signage and promotion projects for a range of clients.

Her creative vision and strategic planning strengths help Winnow to develop design solutions that enhance communication and business.

Beth’s approach has led to many awards from Graphic Design USA and publication in design books such as Letterhead + Logo Design, MASTERLibrary of Initial & Crests, LogoLounge and Logo2005. She has a BA in Graphic Design from North Carolina State University’s College of Design with additional studies at the School of Visual Arts in New York City.

She has a fondness for multiple sizes of Post-It notes, a great affection for malted milk balls, and aspires to travel the world with her husband Bob.
Senior Graphic Designer

Erin Hungate

Since joining Winnow Creative as a designer after graduating from Peace College in 2005 with a BA in Visual Communications, Erin has designed and produced national award winning work. Her involvement extends beyond a great talent of graphic design, to client relationships and managing all aspects of a project. She approaches design by blending creativity with strategy and design with business to result in final products that are engaging and clearly communicate a message. Erin is involved with the design community and served on the board of the professional association for design (AIGA) from 2008 until 2010.

Erin is a Raleigh native and has a young son and daughter with her husband, Jonathan.
Project Coordinator

Susan Williams

Susan has over 20 years of communications management experience. Before joining Winnow, Susan was a principal in her own communications firm, Williams Communications Concepts. A graduate of the University of Maryland’s School of Journalism, she comes from Washington, DC where she worked for several major professional services organizations managing their communication departments. Susan’s organizational skills and great business sense keep budgets and schedules tightly on track.

When she’s not busy tracking her teenagers down, she and her husband Andy love to travel and explore their adopted home city of Raleigh.
Graphic Designer

Hayley Albrecht

Hayley joined the Winnow Creative team in Spring of 2019 as a designer following her graduation from High Point University with a BA in Graphic Design. Hayley’s creative talents combined with her adept technical abilities and keen problem-solving skills have made her a valuable addition to our creative team.